In-game advertising platform Anzu.io have announced they have been granted a patent for its ad tracking technology which measures viewability in 3D environments.
Compliant with both IAB and MRC in-game advertising guidelines, the patent deals with a new mechanism for determining the viewability score of objects displayed on a screen.
In addition to measuring viewable impressions and other standard MRC metrics, the 3D ad tracking engine collects unique data points about intrinsic in-game ad placements and their lifecycle. This includes average screen coverage, occlusions, virtual world position, and orientation in relation to user view.
Ben Fenster, Co-Founder and CPO of Anzu, said in a press release:
“We started developing our ad tracking engine over five years ago. We’ve continued to enhance and invest in it, as we understand that for Anzu to succeed and for gaming to become a recognized advertising category, advertisers need an efficient and transparent way of measuring intrinsic ads, as well as a means of comparing them with common ad formats. This technology is highly significant because it provides advertisers with an efficient way to calculate viewable impressions in compliance with the new guidelines while meeting the stringent technical requirements of AAA game publishers.”
Joe Cady, Executive Vice President of Advanced Advertising & Partnerships at NBCUniversal also said:
“Gaming is one of the fastest growing areas in media, and the rapid advancement and integration of third-party measurement and technological innovation is bringing new levels of efficiency and transparency to the space. Anzu’s solution for 3D viewability represents another critical step toward helping marketers fully understand the impact and value of their gaming media spend.”
Anzu.io has raised over $37 million in investment from several major companies around the world including HTC, Sony Innovation Fund, WPP, and NBCUniversal. The company have also been extremely busy since late 2021 and have partnered with major companies and video games including Ubisoft, Socialpoint, Unity, and Roblox.
