NBCUniversal is partnering with blended in-game advertising platform Anzu.io to provide access to in-game inventory across mobile devices, PCs, streaming services and consoles. Through its One Platform ad solution, NBCUniversal will be a global sales partner with Anzu, as well as an exclusive third-party seller in the U.S. and UK, according to published reports.

Read next: Popping on the metaverse

Anzu’s in-game adtech was designed to be non-intrusive and fit easily into the videogame’s playing experience, allowing marketers to place ads without interrupting gameplay. The Anzu.io system also allows ads to be dynamically updatable.

Why we care. For all of the buzz surrounding the metaverse, there are specific use cases that marketers should be intent on leveraging in virtual 3D spaces, including games.

When done correctly, ads can actually enhance the realism of the experience in a virtual world. A sporting event, for instance, requires arena billboards and advertisements on the virtual teletron. Ad experiences backed intelligently by adtech can place the right ads in the right context, making it a benefit for both marketers and users.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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