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. “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
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