🚀 Exploring the Benefits of the Black Podcast Coalition for Advertisers

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Barometer, an AI engine that changes the rules of contextual targeting and brand suitability, and DCP, a media agency that gives voice to those who aren't heard enough, have joined forces to create the Black Podcast Coalition. A group of major networks and shows that cater to a large Black audience form the Black Podcast Coalition. Through this partnership, BPC can keep an eye on and certify podcasts for brand safety and suitability. It also creates a unique advertising market for companies and brands that want to connect with Black audiences on a big sale.

Black Podcast Coalition (BPC) is the largest collective of influential networks and shows targeting a sizable Black audience to track and certify podcasts for brand safety and suitability. In turn, BPC offers an advertising marketplace for brands and agencies, while also offering Black podcasters an avenue to monetize unsold inventory, and to help facilitate cross promotional marketing opportunities between members.

Historically, brand safety technology has excluded black voices solely because of keywords.

However, our research indicates that shows included on the BPC network are actually more suitable and less potentially risky than the average show in the Edison top 50 podcasts. Barometer’s goal is to help advertisers scale in podcasting and overcome objections about content through transparent data. Not only is the BPC able to service both the creators and the advertisers, but BPC has a constant stream of new member publishers being continuously betted.

BPC is an NMSDC certified minority business marketplace for advertising to Black audiences on audio and video platforms. The Black Podcast Coalition creates opportunities for Black podcasters to make a sustainable income while educating and certifying Black podcasters around brand safety and suitability.

The coalition is NMSDC certified as a minority/black owned business, which allows brands a seamless way to represent financial commitments to minority creators and businesses.

The BPC marketplace empowers brands to target Black podcast audiences with the safety and suitability reassurances they need. BPC is excited to come to market with networks like ABF Creative, American Urban Radio Networks, Atabey & Co., The Qube, and shows like Black Real Estate Dialogue, Living Corporate and Micheaux Mission, with new networks and shows joining regularly!

“We are extremely excited about what the BPC is going to do for the podcast industry,” said DCP Founder & CEO Chris Colbert. “This coalition helps us ensure that podcasting will continue to see increases in audiences of color, as we create a path to financial sustainability for diverse creators.”

“Barometer is so proud to be a part of the Black Podcast Coalition, and particularly for the opportunity to provide brand suitability data that disproves common stereotypes,” stated Barometer CEO Tamara (Zubatiy) Nelson. “We are excited to be a part of the solution and do our part in helping overcome biases with data!”

If you would like to be involved or have any further questions, please reach out to us by email at [email protected].

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 Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework. Their 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. Through their investment in ensuring diverse voices & news content are not blocked inappropriately, Barometer helps brands ensure their brand standards don’t come at the expense of their brand values.

Our proprietary, multimodal, contextual (and not keywords-based) technology makes brand suitability a process of INCLUSION rather than a dreaded block-list generator. Furthermore, through our investment in ensuring diverse voices & news content are not anti-targeted inadvertently, Barometer helps brands ensure their brand standards don’t come at the cost of their brand values. http://www.thebarometer.co

About DCP

DCP Entertainment (DCP) is an NMSDC-certified Black owned media agency that elevates underrepresented voices, specializing in reaching BIPOC, LGBTQ and other marginalized communities through award-winning podcast and video production, including the social justice series “Say Their Name,” as well as “Toure Show,” “Who Was Prince?,” and the branded podcast series “Roundabout”.