Odeeo and Claritas partner to power full-funnel measurement for in-game audio ads

• The collaboration enables unified performance tracking across streaming, podcasts, and in-game audio channels.
• Odeeo’s audio ads now benefit from Claritas’ attribution and measurement technology.
• The partnership may expand to include Claritas’ AI engine for real-time campaign optimisation.

In-game audio advertising company Odeeo has partnered with marketing optimisation platform Claritas to measure the effectiveness of in-game audio ads. 

The deal will enable full-funnel measurement of in-game audio ads, combining attribution tools and inventory to give marketers a unified view across audio channels - from streaming to podcasts to in-game.

The two companies may expand their partnership by integrating Claritas’ AI optimisation engine for real-time targeting and creative performance for improved ROI.

Odeeo’s in-game audio ads now also include Claritas’ measurement tools for campaign impact.

New offerings

“We’re thrilled to be launching this partnership with Claritas,” said Odeeo co-founder and president Elad Stern. 

“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.”

Claritas chief growth officer Chase Miller commented: “Gaming has emerged as an essential channel, and marketers deserve the same accountability there that they expect from podcasts or streaming platforms."

He added: “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.”