Were you ever immersed in a game, driving a car through a futuristic steampunk city, when you noticed a huge billboard with your favourite lifestyle app? Or maybe you were strategically eliminating hordes of zombies in the post-apocalyptic ruins of LA when you came across a newspaper promoting your go-to delivery app, and thought that was very cool.

That’s exactly what in-game advertising is and what Smadex and Anzu partnered for.

Instead of a static ad, you see a dynamic, eye-catching one that feels like a natural, contextual part of the game you are playing. This subtle yet impactful form of brand presence, known as in-game advertising, can change how brands connect with their audiences. 

It places real-world products and services within the games. It’s advertising that respects the player’s experience, making the virtual world feel more authentic, connected, and lived-in by reflecting the brands and products that exist in our own reality.

The partnership between Anzu and Smadex enables performance and clickability in in-game advertising by combining premium supply with measurement, optimization, and attribution. 

The key to understanding the power of this partnership lies in the synergy between Smadex’s AI-driven platform and Anzu’s intrinsic ad technology. This combination takes in-game ad formats to a new level, going way beyond traditional awareness ads. Now, performance marketers can reach their players through native, brand-safe placements that deliver measurable results. 

Unlike traditional in-game formats that focus solely on awareness, the new clickable format enables:

• Direct Interaction: intentional user interaction within gameplay.
• AI-driven bidding and creative optimization via Smadex.
• Full measurement and attribution aligned with mobile performance strategies.
• Access to exclusive, high-attention gaming supply outside traditional in-app ad stacks.

So the next time you’re navigating a fantasy world and come across a bright ad for your favourite app, it’s not by pure chance. This partnership between Anzu and Smadex is a new step towards changing the way advertisers and players connect.

Smadex and Anzu have partnered to integrate intrinsic in-game advertising with programmatic performance marketing. This collaboration enables app advertisers to access clickable, non-intrusive ads within premium gaming environments, optimized via Smadex’s AI-driven DSP engine.