NBCUniversal Expands Into In-Game Advertising With Anzu Partnership

The company has also invested in the ad tech startup

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NBCUniversal is trying its hand at native in-game advertising for the first time, teaming up with video game advertising company Anzu for a global partnership.

Top line

The deal—which includes an investment in the ad tech startup—makes NBCUniversal Anzu’s global sales partner and the exclusive third-party seller in the U.S. and U.K. The company’s clients can run non-intrusive, in-game ads across Anzu’s cross-platform gaming inventory, which spans mobile, PC and consoles.

Between the lines

Partners will also have access to Anzu’s suite of ad tech integrations, which includes measurement, and Anzu will now be able to access NBCU’s One Platform offering.

“NBCUniversal continues to reach consumers at scale on any platform and on every screen.



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