In-Game Audio Ads: Odeeo & Claritas Redefine AdTech Measurement

1. How has advertiser adoption evolved since the format’s introduction, and which verticals are seeing the strongest performance? 

Since launching in 2021, we’ve seen adoption accelerate across both global brands and performance marketers. Verticals like entertainment, retail, QSR, and consumer tech have embraced in-game audio because it reaches audiences that are highly engaged but often hard to reach through traditional channels. Advertisers are drawn to the format’s non-disruptive nature, its high listen-through rates, and the ability to deliver campaigns programmatically at scale. We’re now seeing repeat investment from clients who started with test campaigns and have made in-game audio a permanent part of their media mix.

2. Can you walk us through how the full-funnel attribution process will work—from ad exposure to final conversion? 

With Claritas, we can now connect the full journey from hearing an in-game audio ad to taking a measurable action. When a player is exposed to an Odeeo ad, that event is matched in a privacy-safe way to conversions across devices and channels, whether that’s a site visit, a sign-up, or an in-store purchase.

By linking exposures to real outcomes, marketers get a transparent view of ROI and can compare in-game audio directly against other audio formats like podcasts or streaming. It’s a level of accountability that turns gaming from an experimental channel into a measurable driver of business results.

3. Marketers can now compare in-game audio performance with other audio formats like podcasts or streaming. How will this unify measurement impact budget allocation?

Unified measurement finally allows brands to see the impact of in-game audio alongside other audio environments, from podcasts to streaming. This visibility makes it easier to understand the unique value audio formats bring to a campaign, beyond what visual channels can deliver. Marketers can now compare results within a single framework and make smarter, data-driven budget decisions, often uncovering incremental reach and performance that would have gone unnoticed in a siloed view.

4. How do you plan to help advertisers reach and measure gaming audiences more effectively? 

Through our own data, identity graphs, and the third-party segments we work with, we’ve always given advertisers powerful targeting capabilities. The Claritas partnership takes this to the next level by adding greater transparency in audience segmentation and more precise measurement of campaign performance. Brands can now clearly see which segments drive results, compare gaming audiences to other audio channels, and use those insights to refine both targeting and creative strategies.

5. What’s your vision for the future of in-game audio advertising and Odeeo’s role in shaping it?

In-game audio is emerging as a core channel in every advertiser’s media mix, not as an experiment, but as a proven driver of measurable business outcomes. The future is about making these campaigns as targeted, measurable, and dynamic as any other digital channel. Partnerships like ours with Claritas are a key step toward that, because they give marketers the same accountability in gaming that they’ve come to expect from podcasts or streaming platforms. 

Our role is to keep innovating, whether that’s through more precise audience targeting, real-time creative optimization, or tools that make it easier for brands to produce audio that feels native to the gaming experience. Ultimately, we see in-game audio as one of the most effective and immersive ways to connect with engaged audiences at scale.