Media quality measurement company Integral Ad Science (IAS) announced a new partnership on Thursday with in-game advertiser Anzu that aims to give brand and agency ad buyers increased transparency for display and video advertising formats in mobile gaming.

Through this collaboration, IAS will now be able to use its Signal platform to provide advertisers with Invalid Traffic (IVT) measurement and reports on viewability.

“Gaming continues to emerge as a medium with broad appeal and growing reach,” stated IAS Chief Product Officer Tom Sharma. “This integration sets the platform for quality standards within ad-supported gaming and allows advertisers to better understand and control the quality of their media on Anzu.”

Due to the wide array of gaming devices, developers, and platforms, it has been difficult to use a single tech suite for verification coverage for in-game environments. In other words, advertisers haven’t been able to trust specific measurements.

This is the issue IAS and Anzu are trying to fix, while continuing to enhance in-game brand safety, suitability, IVT, and viewability measurement in the digital advertising ecosystem.

The mobile gaming industry is projected to reach $136 billion worldwide by the end of this year.

“This new partnership means advertisers can now get enhanced visibility into the effectiveness of their campaigns,” said Anzu co-founder and CEO Itamar Benedy.

“We are excited to see Anzu and IAS partner to expand insights and streamline measurement operations for marketers as they evaluate their in-game media effectiveness,” said Joe Cady, EVP advanced advertising and partnerships at NBCUniversal. “This important measurement advancement will help accelerate advertisers’ ability to scale their in-game media investments.”

The partnership with in-game advertiser Anzu aims to give brand and agency ad buyers increased transparency for display and video ad formats in mobile gaming.