Partnership Enables In-Game Advertisers to Assess Campaigns in Real Time

Comscore will supply in-game ad platform Anzu with mobile audience measurement capability of display and video, said the companies. The gaming market is bigger than the music and film industries combined, with a worldwide audience topping 3 billion people that’s projected to spend nearly $175 billion in 2020, they said. “With this scope and potential, brand advertisers have started to consider in-game advertising as part of their multi-pronged advertising strategy, which means that third-party measurement and benchmarking is more relevant than ever.”