Smadex, a leading AI-driven growth engine for mobile and CTV, has partnered with Anzu to bring performance-driven, clickable, intrinsic in-game advertising to programmatic buyers.
The partnership enables Smadex advertisers to activate click-enabled intrinsic in-game ad placements — ads that are built directly into gameplay environments rather than layered on top of them — combining premium gaming supply with full performance measurement, optimisation, and attribution.
By integrating Anzu’s intrinsic in-game ad technology with Smadex’s AI-driven optimisation engine, advertisers can now reach players through native, brand-safe placements that deliver measurable lower-funnel outcomes – without disrupting gameplay or compromising player experience.
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“Performance marketers are constantly looking for new, high-quality supply that delivers efficiency and intent,” said Jordi de los Pinos, Founder and CEO of Smadex. “This partnership allows us to bring what performance buyers care about most — measurability, optimisation, and ROAS — into premium gaming environments that were previously inaccessible to performance strategies.”
Unlike traditional in-game formats that focus solely on awareness, the new clickable format enables:
Anzu’s player-first interaction mechanics are designed to prevent accidental clicks, ensuring higher-quality engagement signals and stronger downstream performance – while preserving immersion and retention.
“Gaming has always been one of the most engaging digital environments, but performance buyers lacked the tools to activate it in a player-first, measurable way,” said Itamar Benedy, Co-Founder and CEO at Anzu. “By partnering with Smadex, we’re bringing performance accountability into gaming — delivering real value to advertisers while respecting the player experience.”
To access click-enabled, intrinsic in-game inventory and activate new performance-gaming supply with measurable outcomes, reach out to your Smadex team.
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