Anzu, the in-game advertising platform, and Oracle Moat say they will be the first to offer "viewability measurement."
In-game advertisements -- video ads and others -- will have access to third-party viewability verification measures and in-view metrics by Oracle Moat when running in-game ads, either direct or programmatically, on mobile and PC.
In addition, the in-view measurement of ad impressions in-game will factor in the percentage of the creative on-screen, the size of the advertising, time in view, and the angle of the advertisement for an accurate measurement.
Anzu has in-game ad inventory from game studios including Ubisoft, Saber Interactive, MyGames, and Amanotes.
Anzu claims brands including American Eagle, PepsiCo, Samsung, and Vodafone have used its platform for its “non-disruptive ad placements.”
Recently, Anzu made a deal with NBCUniversal that allows video-gaming advertising inventory from Anzu to be accessed using NBCUniversal’s supply-side platform (SSP), One Platform.
NBC says Anzu will help it generate advertising revenue around gaming and esports. Advertisers in the NBCU deal have access to interactive, data driven, contextual, and programmatic in-game advertising tools.
The deal also includes a “small” investment by NBC in Anzu. Financial details were not disclosed.