This collaboration will help to build advertiser confidence in the value of in-game media by using the technologies they trust WPP and Anzu, an adtech startup specializing in integrating advertising into video games, has announced a partnership aimed at bringing commonly accepted advertising standards to the esports and gaming space. These standards, which include ad viewability and brand lift measurement, fraud detection and user privacy protection, are widely applied in digital advertising and will now be available for in-game advertisers. Responding to the accelerated popularization of gaming largely due to COVID-19, and the increased frustration from brands at the lack of universal standards for in-game advertising, this first-of-its-kind collaboration will make in-game advertising as simple and accessible as other commonly used channels and help to build advertiser confidence in the value of in-game media by using the technologies they trust. WPP and its agencies will utilize Anzu’s in-game programmatic technology to reach gamers across all gaming platforms. These platforms include mobile, PC and console, seamlessly integrating advertising into new environments without affecting gameplay. The partnership also encompasses an in-game advertising solution for esports tournaments, reaching gamers outside the home.