Anzu

The company operates an in-game advertising marketplace and supply-side platform focused on video games and esports. It creates value for publishers by enabling non-disruptive intrinsic ad placements, providing an SDK for major game engines, and connecting this inventory to programmatic demand via OpenRTB, measurement providers and identity partners. It creates value for advertisers and agencies by packaging gaming inventory in standard IAB formats, with viewability, brand safety and attribution signals comparable to other digital channels.

Revenue is generated primarily by facilitating ad transactions between advertisers and publishers. The company functions as an ad monetisation layer, taking a share of advertising spend and/or charging licensing fees on publisher revenues for use of its platform and SDK. Additional value is created through analytics, attribution (e.g. footfall attribution and SDK analytics) and managed campaign services that support premium in-game media buys.

Anzu.io is an Israel-based in-game advertising technology company founded in 2017. It provides a cross-platform programmatic ad infrastructure and software development kit (SDK) that enables video game publishers to embed intrinsic display and video ad placements into mobile, PC and console games, and enables advertisers to buy this inventory via standard programmatic pipes.

The company generates revenue by running media campaigns and charging licensing / take-rate fees on advertising revenue flowing through its marketplace and SDK. Its direct customers are game publishers and developers integrating the SDK and registering inventory, and advertisers, agencies and demand partners buying in-game media programmatically or via direct insertion orders. Anzu positions itself as an intermediary ad marketplace and supply-side enabler to monetise gaming environments without interrupting gameplay.