Cookie-less Consumer Data Comes to In-Game Advertising Through Partnership Between Anzu.io and Digiseg
Anzu.io announced a new partnership with Digiseg, the Copenhagen-based company building audience data for digital marketing. The partnership brings precise, cookie-free data to in-game advertisers, enhancing the value of their digital campaigns by allowing them to target and retarget the right gaming audiences.
The digital marketing space is facing some significant challenges. Ad-blocking is on the rise and third-party cookies are about to become obsolete, making it infinitely harder for advertisers to find and reach the right audiences. Digiseg is one of the only targeting solutions already prepared for the cookie-less era, gathering information at scale, free of personal data, without tracking people, and outside the scope of GDPR. It’s a forward-looking solution that helps eliminate a major advertising industry pain point.
Anzu is the world’s most advanced in-game advertising platform and the first-ever programmatic platform of its kind that supports all gaming platforms – mobile, PC, and console. Anzu’s recent partnership with advertising giant WPP introduces accepted advertising standards, such as ad viewability, brand lift measurement, fraud detection, and user privacy protection, to the gaming space. Making cookie-less audience targeting available to advertisers through its partnership with Digiseg is a great addition to Anzu’s advanced offerings.
The collaboration between Anzu and Digiseg will give advertisers an edge, allowing them to continue to target their gaming audience and meet their business goals. Given the considerable potential of the gaming market, brand advertisers are increasingly including in-game advertising as part of their multifaceted strategies, making precise audience targeting essential. Digiseg is able to segment in-game traffic with the same taxonomy and targeting power as standard sources, identifying real consumer needs based on household characteristics.
“As a global data provider excelling in the cookie-free space, our technology will have a unique possibility to provide agencies and advertisers with precise audience data within Anzu’s gaming platform,” explains Bent Rønde Jacobsen, COO of Digiseg. “Digiseg provides audiences across many verticals and will deliver the same high targeting power that today enables clients to reach strong campaign KPIs in various DSPs. We are sure this partnership will create a great benefit for Anzu and their clients and we look forward to serving them.”
Adds Itamar Benedy, CEO and Co-Founder of Anzu, “The worldwide gaming audience is vast, hard to reach with traditional advertising media channels, and resentful of ads that interrupt their gameplay. Advertisers who want to target gamers need to be able to understand this audience with great precision in order to make informed decisions. The addition of Digiseg’s forward-looking audience targeting technology to Anzu’s best-in-class platform allows us to continue to set standards and give the industry what it needs.”
Digiseg was founded in August 2015 on a unique idea and an equally unique software platform. It has segmented the Internet into 200 audiences for use in online advertisements. Via clever traffic profiling and state of the art machine learning algorithms, Digiseg turns traffic into sales. On a daily basis Digiseg creates outstanding results for advertisers and media agencies across Europe and the U.S. Digiseg Audience Data covers border-to-border, coast-to-coast in 38 markets and still counting, allowing for easy expansion of international/cross-border campaigns to other markets.
Anzu.io is a leading in-game advertising platform that brings real-world brand ads to video gaming and esports. Backed by BITKRAFT Esports Ventures, WPP, and Axel Springer Digital Ventures, Anzu redefines digital advertising through seamless integration of non-intrusive ads into the gameplay. Bringing real-time data and programmatic to the video gaming world, the platform promises native advertising, brand safety, and ad viewability.