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Ad Tech Innovations Step Up: Acast and Proximic Partner for Cookie-Free Audience Targeting
Acast
November 15, 2023
The world's largest independent podcast company, Acast, announced a global partnership with Proximic by Comscore, a division of Comscore Inc. and a leading provider of audience and content targeting solutions for media activation, to enable cookie-free audience targeting for podcast advertisers worldwide. Predictive Audiences by Proximic by Comscore lets Acast advertisers reach podcast listeners based on granular consumer behaviour using privacy-friendly contextual signals.
Advertisers must find ways to reach the right audiences with scale and precision as the global media landscape faces significant signal loss and prepares for the third-party cookie deprecation. Proximic by Comscore's Predictive Audiences contextually targets personas, TV viewership, gaming habits, retail purchases, and more. Comscore's massive first-party data sets and deep machine learning-backed predictive models enable this.
According to Lee Blickstein, VP Targeting Solutions at Proximic by Comscore, the podcast advertising industry has grown rapidly but has struggled to reach its full potential due to ad tech innovations that lagged behind traditional media. Acast's global platform, agnostic reach, and Proximic by Comscore's Predictive Audiences capability enable podcast advertising to grow in scale and efficiency despite the loss of persistent identifiers.
Recent reports predict the global podcast advertising market will reach $12.7 billion by the end of the year and $40 billion by 2032. Audience targeting solutions and ad tech advances should drive the industry as advertisers invest.
For nearly a decade, Acast has led podcasting and ad tech innovation. This partnership with Proximic by Comscore enhances Acast's third and first party targeting capabilities and boosts scale, performance, and efficiency for advertisers worldwide, said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. This partnership improves podcasting addressability globally.
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 100,000 podcasts, 2,300 advertisers and 400 million monthly 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).
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) is a leader in programmatic targeting. Powered by Comscore’s trusted datasets and the industry’s leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-less audience and content targeting segments Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies.
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