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Revolutionary Privacy-First Podcast Advertising Platform Launches: What Publishers Need to Know
Podwires Team
October 29, 2024
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Image: Adswizz
AdsWizz and NumberEight have teamed up to introduce an ID-less targeting solution for podcast advertising. The new approach targets highly specific audiences while adhering strictly to the protection of privacy.
Anne Frisbie, who works at AdsWizz, and Abhishek Sen, working at NumberEight, were of the view that the deal offers a fix for a bugbear advertisers have faced in trying to unlock hard-to-reach target audiences. The solution deploys machine learning and anonymous contextual insight to provide demographic insight without compromising user privacy.
The Key Points :
It only leverages RSS feed data coupled with machine learning and doesn't depend on conventional identity signals.
This integration is available on various AdsWizz platforms such as AudioServe, AudioMatic DSP, and Simplecast.
There is no PII exchanged as a part of this targeting.
It works without any geography-based limitations.
It applies anonymous data from direct app connections and census datasets.
Why It Matters: Just as driving without being able to see, podcast advertising without audience targeting has been like shooting an arrow without having a target. That has been the nagging problem of podcast advertising until today. For the first time, this technology lets advertisers deliver the right message to the appropriate audience, and with their priorities around privacy solves a big pain-point that has haunted the industry for quite a long period of time. It's like finally getting a GPS system for podcast advertising that does not need to know who you are to get you where you need to go.
Our Take: We believe this is a fantastic development for podcast creators to materially increase their revenues without compromising listener trust. The ability to offer more precise targeting-without losing listener privacy-to advertisers could equate to higher CPMs and more relevant ads for our audiences. Ultimately, that better listener experience could mean increased advertiser satisfaction-a win-win situation for the whole podcast ecosystem.
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