AudioMob, which provides audio ads in mobile games, has raised $14 million in Series A funding at a current valuation of $110 million. The company has already collaborated with music artists Nas and Ed Sheeran, as well as brands like Intel and Jeep.

The latest round, which brought total investments to $16 million, was led by Makers Fund and Lightspeed Venture Partners. Google and Sequoia also participated in the funding.

AudioMob will spend the money to hire more people in London and Abu Dhabi offices and develop new audio technology. “We understand that consumers don’t want to be interrupted, advertisers want their ads to be heard and game developers want to ensure monetisation does not affect retention,” AudioMob CTO Wilfrid Obeng said. “And now we have built products which meet all three needs.”

The company was founded in 2020 by Google and Facebook former employees Christian Facey and Wilfrid Obeng. AudioMob offers a solution for in-game audio ads in all countries outside China.