The United States Patent and Trademark Office granted a patent for Anzu’s ad-tracking technology, which is compliant with new in-game advertising standards and third-party brand safety solutions. The technology is compatible with multiple gaming platforms. The patent and Anzu’s technology comply with the updated MRC and IAB intrinsic in-game advertising guidelines.
The patent titled “An Object Viewability Determination System and Method” with patent number 11,260,299, details new and innovative ways to determine the viewability of an object displayed on a screen. Therefore, the ad tracking engine can measure the ads’ performance in a dynamic game environment. Anzu’s ad tracking engine can keep track of an ad’s performance across multiple platforms and devices using a combination of physics and various mathematical and geometrical calculations.
Anzu’s Co-Founder and CPO, Ben Fenster, said:
“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.”
Anzu’s new intrinsic ad-tracking engine collects unique data, including average screen coverage, virtual world position, occlusions, and orientation in relation to user view, besides the standard ad-tracking data. The ad-tracking engine combines these metrics with session and conversion data to create data models that can be used to optimize ad campaigns.
Oracle Moat and IAS measure the data that Anzu gathered in real-time thanks to the established partnerships to deliver the clients, 3rd-party measured data across platforms.
About Anzu
Anzu is an-game ad solution for mobile, PC, console, and metaverse gaming platforms. Focusing on the gamer experience, Anzu aims to assist advertisers in reaching their audiences in a non-disruptive, engaging way. Anzu is the only officially licensed in-game ad provider for Xbox and the first ad platform that Unity verifies.
