As advertisers search for new ways to connect with hard-to-reach audiences, Odeeo and Claritas are stepping up with a powerful solution: full-funnel measurement for in-game audio advertising. In a move that marks a first for the adtech industry, the two companies have announced a strategic partnership that aims to bring end-to-end campaign attribution to a growing yet often under-measured channel—audio ads in mobile games.
The collaboration combines Odeeo’s immersive, programmatic in-game audio ad platform with Claritas’ industry-standard measurement and identity resolution tools. For advertisers, this means that mobile gaming—home to more than 3 billion users globally—just became a far more accountable and optimizable media environment.
Making In-Game Audio Ads Measurable at Scale
Since its 2021 debut, Odeeo has carved out a niche with non-disruptive audio placements inside mobile games, delivering branded messages without breaking gameplay immersion. The format has gained traction among performance and brand marketers alike, offering access to audiences that don’t typically engage with traditional media.
Now, Claritas’ integration adds a critical missing piece: performance transparency. Using Claritas’ proprietary identity graph and attribution technology, advertisers will be able to track in-game ad exposure through to conversion—something long available in podcasting or streaming, but never before in gaming audio.
“Clients love the scale and engagement we provide,” said Elad Stern, Co-Founder and President of Odeeo. “Now they can also get full attribution, improved ROI insights, and side-by-side performance comparisons across channels. That’s a big leap forward for in-game media.”
Unified Measurement Across All Audio Channels
This partnership goes beyond just improving in-game measurement—it represents a paradigm shift in cross-channel audio attribution. With Claritas’ tools, advertisers can now evaluate gaming audio alongside streaming services, podcasts, and broadcast radio, all under one measurement framework.
“This isn’t about just making gaming more measurable,” noted Chase Miller, Chief Growth Officer at Claritas. “It’s about helping brands understand where audio is doing the heavy lifting across the funnel—and redirecting budgets toward what’s working.”
The Future: AI-Powered Optimization
While attribution is the headline feature, the companies aren’t stopping there. Odeeo and Claritas are already exploring integration with Claritas’ AI Optimization Engine, which would allow real-time campaign optimization across game titles, creative assets, and audience segments based on live data.
In practical terms, marketers could adjust messaging mid-campaign or allocate spend dynamically to the highest-performing titles—blending the precision of programmatic with the personalization power of AI.
Why This Matters
- First-of-its-kind measurement: Brings attribution to an under-measured but fast-growing ad format.
- Cross-channel clarity: Brands can now compare in-game audio’s performance with other audio investments.
- Full-funnel visibility: Tracks users from first impression to final conversion.
- Future-facing roadmap: Plans to bring in AI for smarter, real-time campaign optimization.
In a market where audio ad spend continues to climb and mobile gaming dominates user attention, the Odeeo-Claritas partnership lands at the perfect intersection of reach, relevance, and accountability.
This move also adds pressure to other in-game and audio platforms to catch up on measurement, especially as marketers demand transparency in every dollar spent.
