ID5 and Anzu partner to enhance privacy in gaming advertising ecosystem
Privacy-focused identity solution for gaming advertising emerges as ID5 and Anzu collaborate to address transparency concerns.
On December 17, 2024, identity specialist ID5 and intrinsic in-game advertising provider Anzu unveiled a strategic partnership. The collaboration addresses growing concerns about user privacy and data transparency in gaming environments while enhancing advertising capabilities.
According to ID5's State of Digital Identity report, 90% of industry respondents identified significant transparency and control issues within current gaming identification systems. This statistic underscores the pressing need for improved privacy measures in gaming advertising infrastructure.
The partnership introduces a standardized addressability framework designed to seamlessly integrate advertisements into gaming environments. These integrated advertisements appear as natural elements within games, departing from traditional interruptive advertising formats such as pop-ups and cutaway advertisements.
Through this integration, ID5's universal identifier technology enhances Anzu's premium gaming inventory. The implementation enables improved monetization opportunities for game developers while simultaneously strengthening targeting and measurement capabilities for advertisers. The system incorporates privacy-by-design principles and encryption technology to ensure compliance with regional and local data privacy regulations.
Mathieu Roche, CEO and Co-Founder of ID5, highlighted the significance of introducing standardized metrics to non-standard gaming environments. "Together, we're addressing a significant gap in the in-game advertising space by bringing a standard metric to a non-standard environment," stated Roche. He elaborated that the partnership enables game developers to enhance user experience personalization while increasing inventory monetization and overall return on investment.
The collaboration arrives at a crucial moment for the gaming advertising industry, which industry projections indicate will reach $109.6 billion in revenue by the conclusion of 2024. This substantial market size emphasizes the importance of establishing robust privacy and targeting frameworks within gaming environments.
Ben Fenster, Co-Founder and Chief Product Officer at Anzu, emphasized the company's commitment to addressing transparency challenges through partnerships with leading Consent Management Platforms (CMPs) and identity providers. The initiative aims to maintain user addressability for advertisers while enhancing data control and transparency for the gaming community.
The technical infrastructure implemented through this partnership enables game developers to deploy a scalable, privacy-focused identity framework. This system protects player data while increasing the value proposition for advertisers through enhanced addressability and measurement capabilities.
The integration's privacy-centric approach incorporates multiple technical safeguards. ID5's encryption technology provides an additional security layer, ensuring robust protection of user data. This comprehensive security framework positions ID5 as a viable partner for global gaming platforms and advertisers operating across various jurisdictions with distinct privacy requirements.
For game developers, the partnership introduces new opportunities to implement privacy-compliant monetization strategies. The infrastructure safeguards player data while simultaneously enhancing the value of gaming inventory for advertisers. This balanced approach addresses both commercial and privacy considerations within the gaming ecosystem.
The collaboration represents a shift toward more sophisticated advertising technology in gaming environments. By establishing standardized addressability frameworks, the partnership enables programmatic activation of advertising inventory while maintaining strict privacy standards.
Industry observers note that this development aligns with broader trends in digital advertising, where privacy considerations increasingly influence technical implementations and business strategies. The gaming sector's unique characteristics, including immersive environments and engaged user bases, present distinct challenges and opportunities for privacy-compliant advertising solutions.
The partnership's emphasis on transparency and control responds to growing user awareness of data privacy issues. By implementing robust privacy frameworks at the infrastructure level, the collaboration aims to establish sustainable practices for in-game advertising that respect user privacy while enabling effective monetization strategies.
Implementation of the new system is immediately available for game developers seeking to enhance their advertising capabilities while maintaining strong privacy standards. The technical framework provides immediate access to improved monetization opportunities within a privacy-compliant environment.