Since the World Federation of Advertising discontinued the Global Alliance for Responsible Media (GARM), advertisers have been seeking effective solutions to ensure their ads avoid objectionable content. To address this challenge, Acast has partnered with Barometer, a brand safety and suitability planning tool provider, to offer advertisers enhanced confidence in navigating risks, discovering new content, and evaluating campaign performance across Acast’s extensive podcast catalog.
This partnership represents a significant advancement for podcast monetization, as it tackles longstanding issues of brand safety and suitability in the industry. Valerie Reimer, VP of Partnerships at Acast, highlights that these challenges have often hindered advertisers from engaging with valuable conversations, limiting opportunities for niche creators and smaller shows to effectively monetize their content. The integration of Barometer’s tools is designed to address these gaps, enabling advertisers to conduct media buying with assurance while expanding their reach to podcasts that align with brand safety standards.
Barometer employs an advanced natural language processor to assess and score thousands of podcasts based on advertisers’ unique safety criteria. Unlike keyword-based placement decisions, this technology focuses on the overall context, ensuring ads are placed appropriately. For enhanced transparency, Barometer’s tools include audio inventory evaluation capabilities that streamline campaign planning, allowing advertisers to curate campaigns tailored to their specific requirements. Additionally, pixel tracking, developed in collaboration with ArtsAI, delivers real-time brand safety monitoring and detailed reporting throughout campaigns.
Acast’s partnership with Barometer further enhances audio inventory evaluation by analyzing podcast content on an episode level. This granular approach not only broadens the pool of suitable inventory but also supports inclusion by enabling smaller, diverse creators to participate in podcast monetization without compromising brand safety. As Barometer CEO Tamara Zubatiy states, “By providing transparency at scale, our technology empowers brands to engage with a wider range of voices while meeting their safety and suitability standards.”
The importance of such advancements is underscored by a recent WARC survey, which found that 60% of advertisers and agencies rank brand safety and suitability as their top concern, surpassing worries about cookie deprecation or measurement accuracy. By leveraging Barometer’s AI-driven solutions, advertisers can overcome the limitations of manual inventory reviews, ensure continuous campaign reassessments, and confidently identify suitable content.
This collaboration positions Acast and Barometer at the forefront of privacy-conscious and contextually relevant advertising, demonstrating how cutting-edge tools can transform podcast monetization and audio inventory evaluation for brands navigating an increasingly complex digital landscape.
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