New partnership with Barometer uses AI-driven brand safety and suitability tools to help advertisers confidently navigate risk, discover new content, and measure campaign performance
Acast, the world’s largest independent podcast company, today announced a new partnership with the brand safety and suitability planning tool, Barometer. Together, Acast and Barometer are driving brand-safe media buying in podcasting by enabling advertisers to confidently navigate risk, discover new content, and measure campaign performance across Acast’s global catalog.
“Challenges around brand safety and suitability have long plagued the podcast industry. They’ve barred advertisers from valuable conversations because they lacked the contextual relevance needed to make an informed decision and, in turn, created more obstacles for niche creators and smaller shows to monetize,” said VP of Partnerships at Acast Valerie Reimer. “Through this partnership with Barometer, we’ve made it possible for Acast advertisers to not only conduct their media buying and planning with confidence, but to also expand to new audiences and podcasts that meet their brand safety needs.”
As the advertising industry continues to expand, with recent projections anticipating global spend to surpass $1 trillion by the end of this year, brand safety remains a concern for advertisers worldwide. In fact, according to the Journal of Advertising Research, more than 80% of marketing professionals believe that brand safety is a major concern in their media buying and planning strategies.
Looking at podcast advertising specifically, Barometer’s AI-driven brand safety and suitability tools provide advertisers with crucial contextual relevance to drive their decision-making. The tools process thousands of Acast podcasts by transcribing content and using an AI natural language processor to assess and score each show against specific safety standards. Brands working with Acast now have the ability to use these scores to set their own risk acceptances, therefore ensuring that each buy meets their unique brand safety needs.
“Due to gaps in audio suitability measurement, we have often had to manually review inventory, which is time consuming and at times subjective. Leveraging Barometer, we have been able to streamline our inventory evaluation process, eliminating subjectivity and enabling continuous reassessment throughout the year allowing us to identify content that may be unsuitable for our brands,” said Michael Consolazio, Vice President Group Director, Media Technology, Digital Brand Standards Lead at GroupeConnect.
Importantly, because Barometer’s tools can analyze thousands of podcasts on an episode level, this partnership creates a wider pool of inventory for brands with even the most stringent of brand safety concerns.
“At Barometer, we’re excited to partner with Acast to unlock more opportunities for creators and advertisers alike. By providing transparency at scale, our brand safety technology makes it possible for brands to engage with a broader range of voices, including smaller and more diverse creators, while still meeting their safety and suitability standards. This partnership is a big step forward in ensuring that inclusion and monetization go hand-in-hand in the podcasting world,” said Barometer CEO Tamara Zubatiy.
Additionally, in partnership with ArtsAI, a Claritas company, pixel tracking can be used with these tools to provide brand safety and monitoring reports for brands throughout the campaigns.
To learn more about how you can begin leveraging these tools in your next campaign with Acast, please reach out to sales@acast.com.
About Acast
Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers, and listeners. Its marketplace spans more than 125,000 podcasts, 2,700 advertisers, and one billion quarterly listens. Crucially, those listens are monetized wherever they happen – across any podcasting app or other listening platform. The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on the Nasdaq First North Premier Growth Market (ACAST.ST). Certified Adviser is FNCA Sweden AB, info@FNCA.se.
About Barometer
Barometer is an omnichannel, AI-powered contextual engine with best-in-class brand suitability and contextual targeting solutions in audio. They help the largest brands in the world responsibly activate at scale in impactful channels like podcasts. Their patent-pending AI Brand Integrity Cloud uses natural language processing to analyze podcasts based on industry-standard taxonomies, including the IAB Content taxonomy 3.0 for contextual targeting and the Barometer Brand Standard Categories. These solutions drive radical transparency across the entire ad ecosystem building trust between the buy and sell sides to usher in a new era of scale and contextual understanding. Barometer helps brands ensure their brand standards don’t come at the cost of their brand values.
For more information, visit http://www.thebarometer.co.
