Hawk Platform (formerly TabMo), the creator of the Hawk demand-side cross-channel platform (DSP), today announced a global partnership with Anzu, the world’s most advanced gaming advertising platform.

The deal allows advertisers using the Hawk DSP to run their banners and video ads programmatically to Anzu’s game inventory, which includes some of the most popular games for mobile, PC and console. These advertisers will be able to connect with players using Anzu’s in-game ad formats that prioritize players and enhance gameplay rather than disrupting it.

Advertisers using Hawk can also take advantage of its multi-channel capabilities. The platform enables campaigns that integrate audio with mobile, digital outdoors (DOOH), connected television (CTV) and now in-game advertising on mobile, PC and console.

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Gambling has become a global mainstream and social phenomenon. With over 3.1 billion players worldwide, the industry is now estimated at over $ 300 billion, making it larger than the television, film and music industries combined. Anzu is uniquely positioned to help advertisers take advantage of the industry, connecting them to this rich and diverse audience through in-game advertisements, which can take the form of racing banners, billboards and posters. strategically placed in the game environment.

Renaud Biet, co-founder of Hawk, said: “This strategic integration adds a new brick to the foundations of our omnichannel DSP, which will enrich our existing channels, giving advertisers even more chances to face their audience. The ability to display banners and video ads on consoles completes our “all screens” offering. We are excited about this new partnership and look forward to providing our advertisers with access to Anzu’s rich and exclusive game inventory.

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Many advertisers have significantly improved the performance of their campaigns by using Anzu’s in-game ads. Klarna recently achieved an ad viewability rate of 95% and a video completion rate (VCR) of 90% (vs. industry averages of 64% and 56% respectively), while Samsung recorded an average viewability rate. 91% when promoting the Galaxy S20 5G.

Amman Kainth, EMEA Sales Director at Anzu, said: “We help many of the world’s biggest brands advertise popular video games from top publishers including Ubisoft, Amanotes and Razor Edge Games. We’re excited to bring the success we’ve seen to Hawk advertisers. The partnership marks another exciting step forward for Anzu and signals to the rest of the industry that advertisers continue to take the opportunity the game offers seriously. ”

Anzu brings real-time data and existing digital industry standards to mobile, PC and console gaming and is fully GDPR compliant. The platform partners with global digital advertising leaders, including Moat, Comscore, and Nielsen, to ensure their campaigns are brand-safe and that they can compare metrics such as ad visibility, brand lift measurement and fraud detection compared to other channels.

Anzu has recently achieved three major industry certifications: the Trustworthy Accountability Group (TAG) Brand Safety Label, the TAG Certified Against Fraud Label, and the Internet Advertising Bureau (IAB) UK Gold Standard Certification 2.0. These certifications demonstrate Anzu’s continued commitment to promoting a safe, secure and fraud-free ecosystem that benefits the entire advertising chain.

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