In a significant move to revolutionise podcast discovery, NumberEight, the trailblazing ID-less data platform, alongside Barometer, a leader in brand suitability and AI-powered, omnichannel, contextual analysis, proudly announce their strategic partnership. This alliance aims to overhaul the podcast advertising landscape by integrating NumberEight's sophisticated audience intelligence with Barometer's extensive contextual and brand safety data.
By leveraging state-of-the-art AI, this partnership is crafted to enhance the targeting and effectiveness of podcast ads, ensuring that they are not only precisely targeted but also strategically placed within the content that resonates with specific brand values and audience preferences. This innovative approach promises to significantly influence the industry by providing more effective and relevant advertising solutions and enhancing targeting, planning, and measurement strategies. The combination of both approaches allows for the discovery of the most relevant podcasts for advertisers seeking to align with suitable content, as well as the identification of podcast lookalikes, optimising ad placement and audience engagement.
Innovative Approach to Podcast Advertising
The core of this partnership lies in the integration of NumberEight's technology, which utilises anonymised publisher data and contextual information from RSS feeds, enabling the prediction of audience demographics without relying on traditional, privacy-invasive methods. This privacy-first approach uses machine learning to safeguard user privacy while providing accurate insights, allowing advertisers to effectively connect with the right audiences globally without geographical limitations.
Barometer's contextual engine complements this by offering real-time, AI-driven analysis of content suitability across multiple channels, ensuring that ads are not only effectively targeted but also placed within suitable and safe content environments. This dual approach ensures that podcast advertising is both impactful and aligned with brand values and audience preferences.
Key Benefits of the Partnership
This collaboration enables advertisers to transcend traditional guesswork in media planning by providing precise contexts for their campaigns, aligning perfectly with audience interests and the content themes to drive higher ROI from premium, open-internet content. Publishers will benefit from access to nuanced data about their inventory, enhancing decision-making and monetisation strategies while empowering sales teams and clients with valuable content insights. Platforms are invited to join in setting new standards for programmatic omnichannel advertising, leveraging our partnership’s advances in AI to significantly enhance advertising effectiveness across diverse media channels.
Tamara, CEO of Barometer, comments on the partnership: "By aligning Barometer’s robust contextual insights with NumberEight’s audience intelligence, we are setting a new standard in podcast advertising that prioritises user privacy and brand safety. This marks a major step towards advertiser confidence and is truly a game-changer for the industry."
Abhishek Sen, CEO of NumberEight, adds: "Podcast advertising is all set to receive a turbo boost as we combine NumberEight’s ID-less data with Barometer’s state-of-the-art contextual capabilities, thus empowering advertisers to create highly personalised ad experiences in previously challenging environments."
This collaboration enhances advertising by allowing brands to more effectively plan, target, and measure campaigns, aligning with privacy and safety standards to improve the experience for all parties involved and promising a transformation in podcast advertising through ethically sound solutions.