Key Insights from this Episode

Privacy by Design: Redefining Audience Engagement

With growing privacy regulations, the industry faces an urgent need for alternative ways to understand audiences. Emma explained that NumberEight’s approach is rooted in “privacy by design,” shifting from traditional identifiers (IDs) to cohort-level targeting that respects user anonymity. This strategy is integrated across all of NumberEight’s solutions, including affinity audiences, which provides demographic data at scale for podcasting; advanced behavioral, which uses mobile sensory information to create a dynamic picture of user preferences and habits; and contextual data, which helps understand the digital environment users are in.

“We’re moving away from one-to-one identifiers and adopting a more fluid approach to audience engagement,” Emma shared, underscoring the need for scalable, privacy-friendly methods that remain flexible even as regulatory landscapes evolve.

Live Moments: Real-Time Targeting Based on User Behaviors

Emma introduced the idea of live moments—data points representing what users do in real-time, whether they’re commuting, relaxing at home, or working out. By analyzing these signals, advertisers can deliver more relevant, timely ads that align with users’ current needs and state of mind, creating what she describes as “right message, right moment” advertising.

This approach is particularly potent in digital audio and podcasting, where listeners are often in environments conducive to focused engagement. For example, automotive brands have leveraged in-vehicle life moments to reach users while they’re on the road, resonating with listeners during moments of receptivity.

A Privacy-First Future is Possible—But There’s Work to Do

As Emma noted, the conversation around privacy-centric advertising is well underway, where leading marketers and technologists converge. However, widespread adoption is still in its early stages, and brands are just beginning to feel comfortable making the shift.

One major barrier is the FOMU effect Emma describes—not the typical fear of missing out, but the “fear of messing up”. With so much at stake, brands are hesitant to risk experimenting with unproven techniques, even though the alternative is missing out on innovative privacy-first solutions. Emma suggests that rather than investing in a single approach, brands should diversify their solutions and test various models to reduce reliance on outdated identifiers.

Why Podcasts Are Digital’s ‘Next Big Thing’ in Ad Spend

Despite the rapid growth in podcast consumption, ad spending in this format has not yet matched its rising listenership. However, podcasts are on the brink of revolutionizing ad spend, especially as they adopt more standardization in data availability, activation, and reporting. Emma noted that once podcasts can offer a similar ease of activation as other digital media, the gap between audience growth and ad spend will likely close.

Combining Data and Storytelling to Create Deeper Connections

Beyond the technical aspects of data targeting, Emma emphasizes the importance of storytelling. At NumberEight, the team is constantly looking for ways to harness behavioral, affinity, and contextual data to tell stories that resonate with audiences on a human level. By leveraging deterministic data—data that is live, accurate, and reflective of real-world behavior—advertisers can create authentic connections that evolve with the listener’s journey.

“Data is an art,” Emma reflected, underscoring the value of approaching data not just as a series of points, but as elements of a broader narrative that speaks directly to each user’s unique experiences and preferences.

Building a Multi-Channel, Diversified Data Strategy

Emma recommends that advertisers move away from relying on any single solution, advocating instead for a multi-channel approach that integrates ID-based and ID-less data sources. By building a waterfall structure where various data types work together, brands can future-proof their advertising strategies against potential changes in data availability or regulatory compliance. This approach allows brands to adapt to fluctuations, ensuring that as some data types phase out or become restricted, others can fill the gap. 

Cross-Channel Learning and Behavioral Targeting

Emma outlined her vision for NumberEight’s ongoing work in cross-channel learning, where insights from one platform—like gaming or streaming—are applied to enhance targeting on another, such as digital audio. This cross-pollination of data insights enables more refined and effective targeting, helping advertisers get the most out of their ad spend by sharing new insights across all their channels. In a market where media consumption is increasingly diverse, leveraging data across platforms is essential for advertisers to reach audiences wherever they may be listening, watching, or engaging.

A Path Forward with Privacy and Performance in Harmony

The journey toward a more privacy-friendly future in digital audio is full of opportunity but requires bold innovation and adaptability. By embracing ID-less targeting, weaving in compelling storytelling, and harnessing cross-channel insights, brands can build genuine connections—without compromising user trust. The time to act is now because the brands that dare to innovate will lead the way.

Tune-In For More AdsWizz Updates

• Discover how AdsWizz’s partnership with NumberEight brings cutting-edge, privacy-compliant targeting to podcast advertising.
• Tune into Frequency: The Official AdsWizz Podcast to see how AdsWizz is redefining audio advertising.
• Reach out to us today to amplify your podcast advertising, reach more listeners, and drive results!

The post Redefining Data Privacy in Digital Audio with Emma Raz from NumberEight appeared first on AdsWizz.

To address this, AdsWizz is proud to announce cutting-edge enhancements to its podcast advertising capabilities through a partnership with pioneering ID-less data firm NumberEight. These advancements will enable highly targeted, privacy-compliant ads that redefine how advertisers connect with podcast audiences.

Why This Partnership Matters

Traditional podcast advertising relies heavily on IP-based or authenticated traffic data, leading to privacy challenges and limitations in demographic accuracy. While IP addresses can match household-level data, they are unreliable for individual-specific insights, such as age or gender. NumberEight addresses this with a privacy-friendly, ID-less approach that uses anonymized contextual data and machine learning to deliver precise demographic insights free from exchanging personally identifiable information (PII) or compromising personal privacy.

“As privacy standards evolve, our partnership with NumberEight allows us to redefine how advertisers connect with audiences—balancing precision and privacy,” says Anne Frisbie, SVP of Global Business Development at AdsWizz. “This collaboration sets a new standard for improved audience engagement in podcast advertising.”

How It Works (and Why It’s Better than the Rest)

NumberEight’s solution utilizes RSS feed data from publishers, predicting audience demographics without relying on traditional identity signals. Instead, NumberEight uses anonymized first-party data sources from direct integrations with apps, census datasets, and data modeling. This privacy-friendly approach leverages machine learning to safeguard user privacy while providing reliable insights—ensuring that advertisers can effectively reach the right audiences at scale without geographical constraints.

Key Benefits

• Advertisers – Reach new podcast audience segments with unprecedented scale, enhancing campaign impact and precision while maintaining privacy compliance.
• Publishers and Inventory Sellers – Increase monetization by integrating enhanced demographic data, boosting the value of podcast inventory across platforms like AudioMax and AudioServe.
• Podcast Networks – Boost programmatic sales and make inventory more appealing to advertisers by offering comprehensive demographic insights, all while adhering to strict privacy standards.

Seamless Integration with AdsWizz Platforms

NumberEight’s technology is fully integrated with our real-time data aggregation and enrichment solution called Sonar Demographics, available in the AdsWizz product suite, including AudioServe Campaign Manager, AudioMatic DSP, AudioMax SSP, and Simplecast by AdsWizz (Professional Tier). This seamless integration means that podcast content creators, resellers, and advertisers can effortlessly access demographic insights without additional implementation.

Abhishek Sen, CEO & Co-Founder at NumberEight, says: “Podcast advertising has been notoriously difficult for a long time – platform fragmentation, lack of reliable and scalable targeting data, privacy regulations, and more. This partnership with AdsWizz finally tilts this balance by leveraging the latest in cross-domain AI to give advertisers the ability to deliver highly personalized messages while upholding the highest standards of privacy and compliance.”

Shaping the Future of Podcast Advertising with Privacy-Friendly Innovation

By filling the gaps in PII and focusing on anonymized contextual data, AdsWizz and NumberEight are setting a new standard for podcast advertising—enabling effective audience targeting while adhering to privacy standards.

Ready to elevate your podcast advertising, expand reach, and boost performance? Contact us today to get started!

If you’re an existing customer, check our AdsWizz knowledge base for more details.

The post Maximize Reach and Privacy with AdsWizz and NumberEight appeared first on AdsWizz.

Key Takeaways

Scalability and Simplified Activation Through Programmatic Buying

Scaling direct, host-read podcast ads has traditionally been challenging, but programmatic solutions now offer audience-based buys that increase reach and efficiency while preserving the personalized touch. This technology also simplifies activation, allowing advertisers to quickly launch campaigns and integrate podcast ads into broader media strategies for maximum impact.

Ensuring Brand Safety

Brand safety concerns are being addressed through AI-powered contextual targeting and third-party verification from partners like Comscore. This technology ensures advertisers can confidently place ads without worrying about inappropriate content.

Measurable Results and Performance

Podcast ads are proven to deliver exceptional performance, with conversion rates 2x better and click-through rates 6x higher than traditional display ads. Tools like AudioPixel provide sophisticated tracking for measuring brand lift, foot traffic, and overall campaign success.

Podcasts Complement Other Media

Podcast ads complement other media channels, especially when combined with social media and Connected TV (CTV). This integrated approach drives higher recall and message association, significantly boosting campaign effectiveness.

Did You Miss Us at the MediaPost Planning and Buying Insider Summit? 

In conclusion, the MediaPost Planning & Buying Insider Summit highlighted the growing impact of podcast advertising. With high engagement, scalable programmatic solutions, and strong brand safety measures, podcasts are an effective channel for reaching audiences. AdsWizz showcased how its tools simplify ad activation and boost performance, making podcasts essential in future media planning.

• Here are the slides we presented for your reference. 
• Ready to take your advertising to the next level? Contact us to discover how AdsWizz can expand your digital audio presence!
  

by 

Robyn Meyers, Vice President, Programmatic and Marketplace Partnerships 

and

Dave Sosson, Senior Manager, Business Development, Programmatic Demand

The post MediaPost Planning and Buying Insider Summit 2024 Recap appeared first on AdsWizz.

Check out this latest piece published in The Drum by Dave Sosson, Senior Manager, Business Development, Programmatic Demand North America!

As more people turn to podcasts for entertainment, education, and inspiration, advertisers have quickly recognized the unique opportunity to reach highly engaged listeners. Podcasting has rapidly emerged as a powerful mainstream media channel, captivating vast and diverse audiences. However, many brands are still only scratching the surface when it comes to maximizing their podcast campaigns. The rise of advanced audio adtech is set to change that—unlocking new levels of efficiency, precision targeting, and measurability in podcast advertising with unprecedented effectiveness.

The post Podcast Advertising Strategies for the Modern Marketer appeared first on AdsWizz.

Key Takeaways

A Holistic Approach to Audio Advertising: Beyond the Checkbox

Gretchen emphasized the importance of treating audio as a unique and essential element within a broader marketing strategy, not just a checkbox in a 360-degree plan. She argued that audio—whether podcasts or streaming—presents distinctive opportunities to engage audiences through the power of sound.

“You have five senses. You have sight and sound, which are the only two senses advertisers can play with without getting totally invasive, but you’re completely ignoring one of the senses that people will remember brands by.”

Emphasizing the Human Element in Creative Strategy

In a data-driven world, it’s crucial to remember the human aspect of advertising. Gretchen advocates for creative content that genuinely resonates with listeners, focusing on what action brands want consumers to take, rather than just tracking metrics.

“There’s a human on the other end of that speaker that has no idea they’re being evaluated. Forget your promo code and survey issues on your website. What do you want the consumer to do?”

Increasing Investment in Audio: A Growing Opportunity

There will be continued growth in podcast ad spending as more brands recognize the untapped potential of audio to reach consumers in unique ways. Gretchen sees audio as a relatively underutilized channel with significant room for budget growth.

“Audio is 30-something percent of listening time but only 9% of marketers’ budgets. There’s room to increase audio spends, and I see podcasting and streaming being a huge opportunity.”

The Need for Better Consumer Research: Putting the Listener First

Gretchen urges the industry to invest more in understanding consumer behavior before planning audio strategies. She argued that consumer-centric research is crucial to align media plans with actual listening habits and preferences.

“Actually study your consumer… know what they’re listening to and know what they’re watching, and then make your media mix match that.”

Blasting the Volume on Podcast Ads

Gretchen’s message is clear: Embrace audio with a strategy that combines compelling storytelling, smart data practices, and a deep understanding of the audience’s behaviors. The future of podcast advertising is dynamic and full of potential for those ready to adapt and innovate. 

Want to learn more about leveraging podcast advertising for your brand? Contact us today to explore tailored solutions that can help you reach your target audience in new and engaging ways!

The post The Future of Podcast Advertising appeared first on AdsWizz.

Did you miss us at Podcast Movement 2024? Connect with us now to learn more about our digital audio advertising solutions!

Stay tuned! Audio interviews from the AdsWizz-Simplecast booth coming soon.

The post Podcast Movement 2024 Recap appeared first on AdsWizz.

Check out this latest piece published in Adweek by Garrison Dua, VP of Demand, North America!

In today’s fragmented media landscape, leveraging digital audio is not just table stakes—it’s a game-changer for advertisers trying to connect with diverse audiences. As Americans spend over four hours a day immersed in audio content—nearly 20% of their day—the rise of digital audio is impossible to ignore.

And with the world becoming increasingly diverse, forging authentic connections through this medium is more important than ever. This strategy not only broadens a brand’s reach but also deepens its impact on audiences often overlooked by mainstream media.

 

The post How Multicultural Targeting in Digital Audio Can Engage Diverse Audiences appeared first on AdsWizz.

Check out this latest piece published in The Drum by Garrison Dua, VP of Demand, North America!

The issue of privacy has become a decisive factor in a marketer’s campaign success. As consumers become increasingly aware of how their data is handled and global privacy regulations continuously evolve, one thing is clear: adopting privacy-first strategies is no longer optional—it's essential.

The post How Marketers Can Lead with Privacy-First Targeting in Digital Audio Advertising appeared first on AdsWizz.

Check out this article by Molly Ponzo, VP, Ad Product Management!

As automation increasingly dominates the industry, how can advertisers ensure that human creativity and empathy remain at the forefront of audio advertising?

Innovation is shaking up the audio advertising technology landscape, and with rapid advancements automating routine tasks, there is more bandwidth to dive into areas like cross-analysis, deep thinking, creativity and, most importantly, empathy. The real game-changer? Seamlessly weaving technology into processes to boost—not replace—human efforts. This approach not only augments productivity but also strengthens the human connections essential to the digital audio ad tech industry.

 

The post What Will Drive the New Era of Creativity and Empathy in Digital Audio Advertising? appeared first on AdsWizz.

Bianca Stanescu, Director of Product Marketing at AdsWizz, takes a deep-dive into the possibilities in audio advertising - from smart speakers to AI capabilities.

Audio advertising has undergone a remarkable transformation, evolving from static broadcasts to the sophisticated digital platforms we use today. In the early days, radio was a one-way street, where ads were broadcast to a captive audience with limited feedback. Fast-forward to the digital era, and we see a dramatic shift with the advent of digital radio and smart speakers. This technological leap not only revolutionized how we consume audio but also turned it into a dynamic and engaging environment for advertisers.

The post Connecting with Listeners: Trends & Innovations in Audio Advertising appeared first on AdsWizz.