Frequency and Flightpath have announced a strategic partnership to address unsold podcast advertising inventory. The companies said the partnership aims to provide podcast publishers with more streamlined workflows and greater use of real-time data in advertising sales decisions.
The companies said the integration connects Flightpath’s predictive planning and inventory intelligence with Frequency’s Premium Publisher Network marketplace. According to the companies, the system is designed to give podcast publishers greater visibility into available inventory and potential revenue opportunities across multiple networks.
Frequency’s Premium Publisher Network functions as a curated marketplace for podcast advertising inventory. The companies said the partnership will allow Frequency to surface and optimize demand opportunities across multiple networks simultaneously. The integration links Frequency’s workflow tools and marketplace with Flightpath’s predictive analytics, forecasting and inventory management technology. According to the companies, the system provides publishers with a clearer view of potential sales opportunities across their podcast portfolios.
A more centralized marketplace
Through the Premium Publisher Network, Frequency said it aims to create a more centralized marketplace for podcast supply. Flightpath’s technology will act as the data layer supporting forecasting, yield optimization and inventory management.
“Flightpath was built to give publishers a forward-looking view of their inventory, identifying and surfacing opportunities in real time so they can be acted on before revenue is missed,” Laurie Belleau, chief revenue officer at Flightpath, said. “By integrating with Frequency, we’re turning insight into action, giving publishers the clarity and control they need to monetize smarter, faster and with greater predictability.”
Pete Jimison, CEO of Frequency, said the integration is designed to connect advertising inventory data with marketplace activity. “For too long, podcast revenue has been constrained by disconnected systems,” Jimison said. “By connecting inventory intelligence with marketplace execution, we’re not just improving workflows, we’re building the infrastructure that enables smarter monetization across the industry.”
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