SoundStack, an audio service provider, has signed with Barometer, an audio marketing data provider, to make use of that company’s marketing data.
Barometer provides “brand safety, suitability and contextual targeting solutions for podcast advertising,” according to the announcement. According to a release: “Barometer data categorizes podcasts at the show and episode level. The data allows SoundStack to create contextual segments and make them available to buy-side partners for targeting based on variables like host gender, content category, genre, keywords, topic sentiment, and brand safety.”
SoundStack can then use that information to enhance its pitches to prospective podcast advertisers to select client podcasts in which to run an advertiser’s ad.
Barometer CEO and Co-Founder Tamara Zubatiy said, “We’re proud to provide transparent supply data that helps make SoundStack Marketplace an even more robust audio ad exchange.” She added, “More data-driven options for demand partners and their advertisers to accurately target the types of podcast content they need means better return on their investment in audio. That makes the market healthier for everyone.”
SoundStack Chief Operating Officer Mike Reznick said, “This ensures that ad campaigns, including reach extension campaigns, deliver and perform for advertisers in our marketplace, and provide solid monetization for our publisher partners.”
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