Global, the media and entertainment group that had wanted a bigger non-voting stake in iHeartMedia but stepped away, has put its Pounds into a tech start-up that delivers what the British company calls “non-intrusive audio ads” in mobile games.
This means Global’s digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the U.K. and in the U.S.
That tech startup is Odeeo, and the pact widens DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators.
Odeeo’s technology provides advertisers with access to 2.8 billion mobile gamers across the globe, “promising ads that respect player experience and privacy whilst offering advertisers advanced targeting and a highly attentive audience,” Global says of the Israeli outfit founded in 2021 by CEO Amit Monheit and COO Elad Stern.
Stephen Miron, Group CEO at Global said, “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time. This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.”
Les Hollander, who serves as CEO of DAX in 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 utilize but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.”