Odeeo and Claritas partner to deliver cross-channel measurement for in-game audio advertising

Odeeo and Claritas have announced a new partnership aimed at enhancing how in-game audio advertising is measured, offering brands a unified view of audio performance across platforms.

The collaboration integrates Claritas’ cross-channel attribution and identity technology with Odeeo’s in-game audio ad inventory, enabling advertisers to track and evaluate the effectiveness of audio ads from exposure to conversion. This development introduces full-funnel performance measurement for in-game audio ads, previously unavailable in this ad category.

Since launching its programmatic in-game audio solution in 2021, Odeeo has seen global adoption across mobile games, delivering ads integrated within gameplay without disrupting the user experience. The company’s inventory targets audiences often considered hard to reach through traditional formats.

Through the partnership, brands will now be able to assess how in-game audio ads contribute to broader campaign goals and compare performance alongside other audio formats including streaming, podcasts, and broadcast radio — all within a single framework. This comparative view aims to support more informed budget allocations and campaign adjustments.

Claritas’ measurement capabilities, already standard in visual in-game advertising, will be applied to the audio space for the first time. The companies are also evaluating ways to incorporate Claritas’ AI Optimization engine to enable real-time targeting and creative adjustments based on live campaign performance.

The move comes as mobile gaming maintains a global user base of over 3 billion and audio ad spending continues to increase. The combined offering arrives at a time when advertisers are exploring new privacy-conscious, high-attention formats that can reach users in more immersive environments.

Claritas and Odeeo aim to provide marketers with tools that allow them to measure impact more accurately, respond to performance insights faster, and better understand audio’s contribution to ROI across all channels.