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Reading Time: 2 minutes has received a patent for its 3D ad tracking technology. This groundbreaking technology is compatible with multiple gaming platforms, including consoles. Anzu is the only ad-tracking engine that can monitor ad campaigns across all platforms. Anzu’s patent and Anzu technology also comply with the latest MRC and IAB in-game advertising guidelines.

This patent relates to a new method of determining the viewability score for objects displayed on a screen. This is one of the most important building blocks for intrinsic in game ad measurement. Anzu’s 3D Ad Tracking Engine measures intrinsic ads across dynamic gaming environments on all major platforms and devices, multiple times per second. It uses a combination mathematical and geometrical calculations as well as physics.

The 3D ad tracking engine not only measures viewable impressions, MRC metrics, but also collects unique data about in-game ad placements. This includes screen coverage, occlusions and virtual world position. It also tracks orientation relative to user view. These data are combined with session and conversion data to create robust data model that can be used to optimize campaign delivery and provide media value for advertisers.

Ben Fenster, Co-Founder of Anzu and CPO said that the company started development of its ad tracking system over five years ago. As we know that Anzu is a successful advertising category and gaming will be, we have continued to improve and invest in it. We also understand that advertisers need a transparent and efficient way to measure intrinsic ads and to compare them to other ad formats. This technology is extremely important because it allows advertisers to efficiently calculate viewable impressions while complying with the new guidelines and meeting the strict technical requirements of AAA gaming publishers.

Anzu has granted patent 11,260.299. It is called “An object viewability determination system and method”. This patent is part Anzu’s effort to increase viewability, attention metrics and data that advertisers can use when running in-game ads. This patent is part of Anzu’s wider strategy to address industry needs and ensure that marketers have easy access to standard viewability metrics in-game. Anzu is still working on several patents that are awaiting approval. This will enable more companies to benefit from the in-game opportunities.

Partnerships with Oracle Moat and IAS allow both providers to measure data from Anzu’s patent tech in real time, efficiently providing brands with 3rd-party measured information across platforms.

Tom Sharma, chief product officer of IAS, stated that marketers are increasing their gaming advertising spend as the medium grows and reaches new audiences. Anzu’s in-game measurement provides transparency and clarity to marketers who invest in this growing space. This gives advertisers a better understanding of the quality and position the medium for greater expansion in 2023.

Joe Cady, Executive Vice-President of Advanced Advertising & Partnerships at NBCUniversal, stated that gaming is one of media’s fastest growing areas. The rapid integration of third party measurement and technological innovation is bringing new levels efficiency and transparency to this space. “Anzu’s 3D viewability solution is another important step in helping marketers understand the value and impact of their gaming media spending.”

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