NEWS3 December 2019

Tru Optik partners with for gaming audience targeting

Media New business News North America

US – Audience intelligence and data management platform (DMP) Tru Optik has joined forces with in-game advertising platform,, to make data for audience targeting available for in-game advertising on gaming consoles.

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Game studios and advertisers using Anzu’s programmatic in-game advertising, ad viewability measurement, ad fraud prevention and brand safety, can now use Tru Optik’s Household GraphTM of more than 80m homes, representing almost 95% of US consumers of ad-supported OTT, streaming audio and gaming content.   

Sixty-seven per cent of US consumers play video games on at least one device, and eMarketer forecasts US advertisers will spend $3.67bn on ads placed within video games across mobile, desktop or console platforms by the end of 2020.

Andre Swanston, CEO and founder of Tru Optik, said: "Over the next three years the majority of growth in consumer media consumption and advertising opportunity is across Connected TV, streaming audio and gaming. Forty percent of video game players are 18- 35-years-old, but 21% are 50 and older. Our partnership with Anzu will empower game studios and agencies with the critical audience targeting capabilities needed to open up this multi-billion dollar market to more advertisers."

Itamar Benedy, CEO and co-founder of Anzu, added: "There are gaps in advertising that exist because of misinformed decisions about the target audience. We build a more relevant advertising world that the gamers can enjoy without having to worry about intrusive ads and interruptions during gameplay. As our strategic partner, Tru Optik can help us with data enrichment opportunities to strengthen our relationship with partners."