Anzu partners with IAS to standardize in-game ad measurement

In-game advertising platform Anzu has partnered with verification standard bearer Integral Ad Science (IAS) to help the medium compete with more established forms of media.
The partnership will enable brands and agencies to track advertising performance using proprietary measurement and viewability tools. In-game advertising has hitherto resembled a Wild West environment for advertisers, who must contend with a plethora of devices, developers and platforms to get their message across &