Acast has announced a global partnership with Proximic by Comscore to enable cookie-free audience targeting for podcast advertisers around the world.
Acast advertisers can leverage Proximic by Comscore’s Predictive Audiences capability to reach podcast listeners based on granular consumer behaviour through privacy-friendly contextual signals.
Predictive Audiences from Proximic by Comscore enables targeting based on behaviours such as personas, TV viewership, gaming habits, retail purchases, and more, but delivered contextually. This is made possible through the combination of Comscore’s first-party data sets and deep machine learning-backed predictive models.
Henrik Isaksson, MD of Acast AU/NZ, said addressibility and measurement is something Australian advertisers and agencies are really passionate about.
"Partnering with Proximic by Comscore allows us to better identify hard-to-reach audiences in podcasting across Australia and international content creators," he said.
"Upon launching programmatic buying in Australia, Acast was committed to developing leading ad tech solutions. This latest example is proof that innovation in product and developments are core pillars of our strategy in market.”
Lee Blickstein, VP of targeting solutions at Proximic by Comscore, said the podcast advertising industry has experienced rapid growth in recent years, but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms.
"With Acast’s global platform, agnostic reach, and Proximic by Comscore’s Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers," he said.
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