Anzu.io
- Company typePrivate
- Founded2017
- HeadquartersYafo, Israel
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
Anzu.io firmographics
Firmographics- Name
- Anzu.io
- Legal name
- Anzu Virtual Reality Ltd.
- Website
- https://anzu.io
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Anzu.io industry classification
Industry- Product category
- In-Game Advertising Platform
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)
- akta.pro secondary industry
- Monetization Operations (Pricing, Offers, Storefront Ops, Ad Ops) (MPAFAKAI)
Keywords
Where Anzu.io is headquartered
LocationHeadquarters
- HQ city
- Yafo
- HQ country
- Israel
- HQ region
- Middle East
Offices6 records
Markets served
Anzu.io business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Programmatic Advertising Fees: Charges brands and agencies fees for running programmatic in-game ad campaigns across the platform's gaming inventory. Revenue based on ad impressions and viewability measurement.
- Developer SDK Licensing: Monetization solution provided to game developers who integrate Anzu's SDK. Creates revenue stream for developers while Anzu takes a share of ad revenues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise programmatic advertising rates |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels6 records
Anzu.io product offering
Product offeringCore offering
Anzu operates a programmatic intrinsic in-game advertising platform that serves two customer segments: brand advertisers and game developers. Advertisers buy non-disruptive blended display, video, custom, and click-enabled ad placements across mobile, PC, console, and gaming metaverses, with viewability and fraud measurement verified by third parties. Game developers integrate Anzu's cross-platform SDK (Unity, WebGL, Cocos, JavaScript) to monetize their games via shared ad revenue, while Anzu provides programmatic access through 40+ DSPs and exclusive regional sales partners such as NBCUniversal.
Product overview
Anzu.io operates as a programmatic intrinsic in-game advertising platform with a unified product portfolio. The core Anzu Platform connects advertisers with gaming audiences across mobile, PC, console, and gaming metaverses. The platform supports multiple ad formats including Blended Display Ads, Blended Video Ads, Custom Ads, and Click-Enabled Intrinsic Ads. Supporting infrastructure includes the proprietary Patented Ad Viewability Technology using ray-casting algorithms, Fraud Detection through HUMAN and Pixalate partnerships, Brand Uplift Measurement services, and Programmatic DSP Integration with 40+ partners. The Anzu SDK enables developer integration across major game engines including Unity, Cocos, and JavaScript. Recent additions include Privacy-Safe Audience Targeting with 62K+ segments and cross-platform support spanning all major gaming environments.
Differentiator
Problem solved
Functional benefit
Products and services
- Anzu Platform (Intrinsic In-Game Advertising Platform) Programmatic intrinsic in-game advertising platform that helps advertisers reach gamers via clickable and non-clickable ads blended into gameplay, and helps game developers monetize their games while respecting gameplay. Runs across mobile, PC, console, and gaming metaverses.
- Blended Display Ads Intrinsic display ad placements shown on 3D objects like billboards, bus stops, and building sides that blend naturally into the gaming environment without interrupting gameplay.
- Blended Video Ads Video ad placements integrated into gaming environments as intrinsic content without interrupting gameplay, supporting standard 6-second and other IAB-compliant video formats.
- Custom Ads Custom branded experiences designed to fit naturally within specific game environments and creative requirements for individual advertisers.
- Click-Enabled Intrinsic Ads Performance-driven intrinsic in-game ad formats enabling click-through capabilities on DSPs including The Trade Desk, StackAdapt, Basis, Smadex, and Adikteev. Delivers measurable lower-funnel outcomes with 21% lower CPA versus advertiser goals.
- Patented Ad Viewability Technology (Ray-Casting 3D Viewability) Proprietary ray-casting algorithm-based viewability measurement verifying impressions only when ads are >50% visible, >1.5% of screen size, at angle <55°, and in view >2 seconds. Covered by US Patent 12131832.
- Brand Uplift Measurement Service Brand lift studies conducted with research partners including Kantar, Nielsen, Lumen, YouGov, Happydemics, and On Device Research to measure in-game ad effectiveness across awareness, recall, perception, and purchase intent.
- Fraud Detection (IVT Protection) Invalid traffic detection and pre-bid blocking for in-game advertising through partnerships with HUMAN (MediaGuard pre-bid/post-bid) and Pixalate, maintaining IVT rates of 0.16% on mobile and 0.47% on PC versus a ~6% industry standard.
- Anzu SDK (Unity, WebGL, Cocos, JavaScript) Software development kit enabling game developers to integrate intrinsic in-game advertising into titles across major engines including Unity, Cocos, and JavaScript. Verified Unity Solutions Partner; extended to web games via Playgama Bridge SDK.
- Privacy-Safe Audience Targeting Global privacy-safe audience targeting offering 62K+ audience segments across 180+ countries without cookies or device identifiers, combined with context signals.
Quantifiable outcome
- 21% lower CPA vs advertiser goals for performance campaigns
- +9 more outcomes
Companies that use Anzu.io
Customer profileNamed customers19 records
Segments1 record
Ideal customer profiles2 records
Anzu.io technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration26 records
AI capability6 records
Feature6 records
Anzu.io partnerships and signals
Strategic signalScale indicators18 records
Recent moves7 records
Expansion highlights6 records
Anzu.io competitors and assessment
Company assessmentDirect peers
- Bidstack: Bidstack is the closest direct competitor to Anzu, offering programmatic intrinsic in-game advertising across PC, console, and mobile with viewability measurement — competing head-to-head for the same advertiser and publisher budgets.
- Frameplay: Frameplay operates an intrinsic in-game advertising platform with measurement standards (MRC accreditation) targeting AAA game environments, competing directly with Anzu for premium advertiser spend and publisher integrations.
- AdInMo: AdInMo provides an in-game ad format ('InGamePlay') that overlays brand content non-disruptively within mobile games, directly competing with Anzu's blended display/video approach for mobile developer monetization.
- PlayerWON: PlayerWON (operated by Admix/InGame.Com) offers intrinsic in-game advertising as part of the broader programmatic stack, overlapping with Anzu on supply (developers) and demand (brands) for in-game ad inventory.
Emerging players
- GADS (Gaming Ad Demand-Side): GADS positions itself as a programmatic marketplace for in-game advertising, overlapping with Anzu on offering game developers and brands a direct, neutral platform for campaign planning and execution.
Broad incumbents
- Azerion: Azerion is a European digital entertainment and advertising platform with a strong gaming and in-game ad business (formerly Spil Games), making it both a broad incumbent and partial competitor to Anzu in EMEA.
- Unity Ads: Unity Ads is a major mobile game mediation and in-game ad network integrated with the Unity engine, representing a structural incumbent that Anzu must partner with (verified solutions partner) while also competing against for developer inventory.
- AppLovin (ironSource): AppLovin (combined with ironSource) is the dominant mobile game ad mediation and exchange platform, controlling significant in-app/in-game ad supply and representing both a competitor and a potential acquirer/partner for Anzu's publisher integrations.
- InMobi Exchange: InMobi operates a major mobile in-app advertising exchange that Anzu already integrates with, making it both a distribution partner and a broad incumbent competing for share of mobile gaming ad budgets.
- Chartboost: Chartboost is a mobile game ad mediation platform (now part of Zynga/Embracer-adjacent infrastructure) that competes with Anzu's developer monetization value prop, particularly on the supply-side eCPM and demand-side mediation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Anzu.io social profiles
Digital presenceAnzu.io compliance and trust
Trust signalCompliance7 records
Anzu.io financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anzu.io leadership team
Management profileNumber of profiles
Profiles15 records
Anzu.io funding detail
Funding detailFunding overview
Funding rounds7 records
Investors24 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anzu.io M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Anzu.io
What does Anzu.io do?
Anzu operates a programmatic intrinsic in-game advertising platform that serves two customer segments: brand advertisers and game developers. Advertisers buy non-disruptive blended display, video, custom, and click-enabled ad placements across mobile, PC, console, and gaming metaverses, with viewability and fraud measurement verified by third parties. Game developers integrate Anzu's cross-platform SDK (Unity, WebGL, Cocos, JavaScript) to monetize their games via shared ad revenue, while Anzu provides programmatic access through 40+ DSPs and exclusive regional sales partners such as NBCUniversal.
Is Anzu.io a public or private company?
Anzu.io is a private company. It is classified as venture growth investor backed and is currently operating.
When was Anzu.io founded?
Anzu.io was founded in 2017. It employs 101 to 250 people.
Where is Anzu.io based?
Anzu.io is headquartered in Yafo, Israel, in the Middle East region.
How does Anzu.io make money?
Two revenue lines are on record. Programmatic Advertising Fees are the primary driver. The others are developer SDK Licensing.
Who are Anzu.io's main competitors?
Direct peers on record are Bidstack, Frameplay, AdInMo and PlayerWON. GADS (Gaming Ad Demand-Side) is listed as an emerging player. Broad incumbents are Azerion, Unity Ads, AppLovin (ironSource), InMobi Exchange and Chartboost.
Does Anzu.io have an API?
Yes. Anzu offers programmatic in-game advertising integration via direct DSP connections and standard IAB advertising specs. The platform integrates with 40+ programmatic partners including all major DSPs, using standard IAN and oRTB creative specs for programmatic buying.
What industry is Anzu.io in?
Anzu.io's product category is In-Game Advertising Platform. Its primary akta.pro industry code is MPAFAJAH, In-Game Advertising & AdTech (networks, mediation, measurement), with a secondary code of MPAFAKAI, Monetization Operations (Pricing, Offers, Storefront Ops, Ad Ops). Its NAICS code is 541830 and its SIC code is 7310.