Daily Research News Online – No. 38630
Odeeo and Claritas Partner to Unlock in-Game Audio Ad Measurement
August 5, 2025
The rapidly evolving landscape of digital advertising has a new focal point: in-game audio. Today,Odeeo,a leading provider of in-game audio ad inventory,announced a strategic partnership with Claritas,a renowned marketing optimization platform,to deliver thorough measurement solutions for this burgeoning ad format. This collaboration promises to bring unprecedented clarity and accountability to in-game audio advertising, bridging a critical gap in the industry and empowering advertisers to maximize thier return on investment.
The Rise of In-Game Audio Advertising
In-game advertising is experiencing significant growth, driven by the expanding global gaming market and the increasing difficulty of reaching audiences through customary channels. While visual in-game ads have been measured for some time, audio ads – seamlessly integrated into mobile gameplay by companies like Odeeo – have lacked the same level of attribution and performance insight.This has presented a challenge for advertisers seeking a holistic view of their campaign effectiveness.
Odeeo, launched in 2021, has pioneered the delivery of non-intrusive audio ad experiences within mobile games. The company’s innovative approach allows brands to connect with engaged gamers without disrupting the gameplay experience. Though, demonstrating the true impact of these campaigns required a robust measurement solution – a need Claritas is now poised to address.
Combining Strengths: Claritas’ Measurement Expertise and Odeeo’s Inventory
The partnership leverages Claritas’ established expertise in marketing measurement, especially its proprietary attribution capabilities and elegant Identity Graph. This technology allows claritas to track user journeys across multiple touchpoints, providing a unified view of campaign performance. By integrating this with Odeeo’s extensive in-game audio inventory, advertisers will gain full-funnel analysis, from initial ad exposure to final conversion.
“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,” says Elad Stern, co-founder and President of Odeeo. “Now,thanks to this partnership,thay can get full attribution measurement and see the impact of gaming audiences on their growth.”
Chase Miller, Chief Growth Officer at Claritas, echoes this sentiment, stating, “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.”
Key Benefits for Advertisers
This collaboration offers several key advantages for advertisers:
Full-Funnel Attribution: Track the complete customer journey, from initial audio ad exposure within a game to final purchase or conversion. Cross-Channel Comparison: Compare the performance of in-game audio ads against other audio formats, such as streaming audio, podcasts, and broadcast radio, within a single, unified framework.
Optimized Spend: Identify the most effective in-game audio placements and optimize ad spend accordingly.
Enhanced Audience Understanding: Gain deeper insights into the gaming audience and their response to advertising.
* AI-Powered Optimization (Future Integration): The firms are exploring the integration of Claritas’ AI Optimization engine, which will enable real-time audience targeting and creative messaging adjustments for maximum impact.
Looking Ahead: The Future of Audio Ad Measurement
The partnership between Odeeo and Claritas represents a significant step forward in the maturation of the in-game audio advertising ecosystem. As the gaming industry continues to grow and attract a diverse audience,the demand for effective and measurable advertising solutions will only increase. This collaboration sets a new standard for accountability and transparency,paving the way for greater investment and innovation in this dynamic space. The ability to accurately measure and optimize in-game audio ads will be crucial for brands seeking to connect with the next generation of consumers,and this partnership positions both Odeeo and Claritas as leaders in this evolving landscape. further developments are expected in AI-driven personalization and dynamic creative optimization within in-game audio, solidifying its place as a vital component of the modern marketing mix.
Odeeo is based in Tel Aviv with a rapidly growing team across Europe and the US,and is online at www.odeeo.io. Claritas can be found at www.claritas.com.All articles 2006-23 written and edited by Mel Crowther and/or nick Thomas, 2024- by Nick Thomas, unless otherwise stated.