Anzu Launches Click-Enabled Intrinsic In-Game Ads for Performance DSPs

In this article, you’ll discover:

• Anzu has launched clickable ads that fit right inside your favorite video games.
• Advertisers can now get better results without ruining the fun for players.
• Big companies like The Trade Desk are already using this new technology.

We all know the feeling of playing a great mobile game, only to be stopped by a pop-up ad that takes over the entire screen. It breaks your focus and can be really annoying. But what if ads were just part of the game world, like a billboard on a race track or a poster in a stadium? That is what Anzu does.

Anzu announced a big step forward. They have launched new formats that let players interact with these ads without ruining the fun. This is a big deal for advertisers who want to reach gamers in a way that feels natural.

Making Ads Part of the Fun

Anzu is known for “intrinsic” ads. This is a fancy way of saying the ads are built directly into the game. They don’t pop up; they sit in the background. Now, Anzu has made these ads clickable.

This means if you see an ad you like while playing, you can click it. But Anzu was smart about this. They designed it so you don’t click by accident. They use special technology to make sure you actually meant to tap the ad. This keeps the gameplay smooth and keeps players happy.

What the Experts Are Saying

The leaders in the industry are excited about this change because it respects the player. Itamar Benedy, the Co-Founder and CEO of Anzu, explained why this matters.

“In-game advertising is continuing to evolve into a solid performance channel,” said Benedy. “By introducing click-enabled intrinsic in-game ads, we’re unlocking a new class of high-intent, player-first inventory that delivers measurable outcomes while respecting gameplay. This expansion brings performance buyers closer to premium gaming environments in a way that simply hasn’t been possible before.”

Other experts agree that this is a smart move for marketing. Jordi de los Pinos, Founder and CEO of Smadex, shared his thoughts on the news.

“Performance marketers are constantly looking for new, high-quality supply that delivers efficiency and intent,” said de los Pinos. “Intrinsic in-game advertising introduces a new performance environment with high attention, strong signals, and reduced competition. This kind of supply expansion is exactly what the performance ecosystem needs to drive better outcomes at scale.”

Better Results for Brands

For the people who buy ads, this news is very exciting. These new ads help them get better results. According to Anzu, these built-in ads cost less to get a result compared to other goals. They also found that people are more likely to click these ads compared to standard video or display ads.

Advertisers can now use these ads for retargeting or finding new users. It opens up a whole new world of inventory that was hard to get before. Big companies like The Trade Desk and StackAdapt are already using this new tech.

Keeping Players Safe

The best part about this update is the focus on the player. Anzu wants to make sure that ads add to the game rather than take away from it. By filtering out accidental clicks, they ensure that when a player engages, they are genuinely interested.

This approach creates a better experience for everyone. Gamers get to play without interruptions, and brands get to connect with people who are actually looking. It is a win-win for the gaming world.