Anzu

IAB TCF Vendor List and Consent Disclosures Published

The ExchangeWire digest and registry page (published in August 2026) provides a primarily machine-readable IAB Transparency & Consent Framework (TCF 980) vendor disclosure listing dozens-to-hundreds of adtech, martech, measurement and publisher vendors. For each company the registry records declared Purposes (Consent vs Legitimate Interest), Special Purposes/Features, data categories processed (device, identifier, interaction, etc.), tracking methods, per-vendor consent expiry and data retention periods — including specific retention examples for some vendors. The alphabetical roster names major providers such as Branch Metrics, 33Across, Adobe Advertising Cloud/Audience Manager, Amazon Ads, Google Advertising Products, Criteo, LiveRamp and PubMatic. Intended as a machine-readable transparency resource for publishers, CMP operators and privacy/compliance teams, the page shows explicit publication timestamps in August 2026 (2026-08-12, 2026-08-13, 2026-08-19 and 2026-08-20).

Advertisers Eye Premium Games as Prices and Opportunities Rise

Advertisers are increasingly viewing premium games as a viable, growing channel as prices rise and new monetization models emerge. The piece notes that incrementality-based measurement is expanding in gaming, helping brands reach hard-to-access audiences such as ad-block users and cord-cutters. With new-release game prices around $80 and expanding subscriptions and cloud gaming, marketers see an opportunity to offset costs with ad-supported formats. Sony and Microsoft are moving toward an app-store model for console gaming, enabling agencies to apply familiar app-store advertising practices to consoles. EA Sports is opening up league-licensed titles like Madden NFL and EA Sports FC to sports fans, signaling growing interest in dynamic in-game advertising. Measurement partnerships between Comscore and Anzu aim to quantify incremental reach and brand lift in gaming, supporting a shift in budgets toward in-game campaigns. Dentsu advocates reallocating about 10% of standard display budgets to in-game ads, though current spend remains smaller.

ID5 Expands Cookieless Ads with OpenX and Anzu Partnerships

ID5, a European identity provider, is pursuing growth in cookieless advertising and in-game ads through two partnerships. It has teamed with OpenX to integrate the ID5 Identifier into OpenX’s Curation solution, enabling SSP-side audience curation without cookies and packaging for DSPs, with alignment to OpenX’s Identity Graph. OpenX has offered ID5 to publishers since 2021 and the integration expands cross-platform reach. In a separate move, ID5 partners with Anzu to enable real-time, programmatic in-game advertising across mobile, desktop, and console games. Axel Springer is an investor in Anzu. The collaborations aim to close gaps in in-game measurement and targeting while increasing addressability and monetization opportunities in cookieless environments.