Global enters in-game audio advertising space

Global, the media and entertainment group, has invested in tech startup, Odeeo, which specialises in non-intrusive audio ads in mobile games.

Global’s digital advertising exchange, DAX, will become Odeeo’s exclusive sales partner in the UK and the US.

This marks an expansion of DAX’s current podcast, digital audio, audio articles, and programmatic outdoor capabilities.

Odeeo’s in-game audio ad technology runs ads without interrupting gameplay and gives advertisers access to 2.8bn mobile gamers worldwide.

The company was founded by Amit Monheit and Elad Stern, CEO and COO respectively, last year.

Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences.”