Today, Odeeo, the world’s leading in-game audio advertising solution, and Claritas, an industry-leading integrated marketing optimization platform, have announced a first-of-its-kind partnership to measure the effectiveness of in-game audio advertising.
Since launching non-disruptive, programmatic in-game audio advertising in 2021, tens of thousands of advertisers globally have adopted Odeeo’s format as part of their media plans. Its audio inventory, delivered within mobile games and seamlessly integrated into gameplay, offers brands a unique opportunity to connect with highly engaged, often hard-to-reach audiences without interrupting the user experience.
Now, through Claritas’ industry-leading measurement technology, which has already become a standard among visual in-game formats, advertisers can get more insight into the impact of their in-game audio spend on their campaign effectiveness. The partnership combines Claritas’ proprietary attribution capabilities and identity graph with Odeeo’s unique in-game audio inventory, enabling full-funnel analysis from exposure to conversion.
This joint offering also unlocks the ability for marketers to compare performance across audio touchpoints, including streaming audio, podcasts, broadcast, and now in-game, within a single measurement framework. As audio continues to grow as a channel for marketers, this unified view helps brands optimize their spend and better understand the role of audio in driving brand outcomes. Claritas and Odeeo are currently evaluating the potential to extend their partnership to integrate Claritas’ AI Optimization engine, which will utilize live campaign insights to fine-tune audience targeting and creative messaging in real-time, delivering even stronger ROI.
With mobile gaming reaching more than 3 billion players globally and audio ad spending continuing to grow, the partnership arrives at a pivotal moment. As advertisers seek new ways to reach audiences in privacy-conscious, attention-rich environments, Odeeo and Claritas are enabling the optimization of gaming audio campaign performance at scale.
“We’re thrilled to be launching this partnership with Claritas,” said Elad Stern, Co-Founder and President, Odeeo. “Many of our clients have been able to see powerful results from implementing in-game advertising campaigns, including improved return-on-ad spend (ROAS) and significant brand lift improvements. Now, thanks to this partnership, they can get full attribution measurement and see the impact of gaming audiences on their growth.”
“Gaming has emerged as an essential channel, and marketers deserve the same accountability there that they expect from podcasts or streaming platforms,” said Chase Miller, Chief Growth Officer at Claritas. “By combining our audiences, AI optimization, attribution models, and industry-leading Identity Graph with Odeeo’s in-game audio inventory, we can follow every exposure from first listen to final conversion, no matter where it occurs. This collaboration gives advertisers a unified lens to compare performance across all touchpoints, adjust campaigns in near real time, and direct budgets toward the game titles and audiences that truly drive growth.”
About Claritas:
Claritas provides an integrated marketing optimization platform powered by an industry-leading, accuracy-first Identity Graph, patented AI-technology Clair™ and an unmatched dataset which covers 100% of U.S. adult consumers, over 4 billion devices, and includes more than 10,000 demographic and behavioral insights. Our platform enables marketers the ability to enhance ROI by pinpointing ideal audiences, executing precise multichannel marketing engagements, and optimize campaigns across online and offline channels. Learn more at www.claritas.com
About Odeeo:
Odeeo is building the future of audio advertising. Founded in 2021 by a pair of ad tech veterans, Odeeo is creating solutions for publishers to unlock the fastest-growing segment of marketing spend, while empowering advertisers to reach mobile audiences at scale. Odeeo is based in Tel Aviv with a rapidly growing team across Europe and the US, and is backed by notable investors like Play Ventures and Heracles. Visit www.odeeo.io to learn more about how audio is revolutionizing in-app advertising.