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investing in a single approach, brands should diversify their solutions and test various models to reduce reliance on outdated identifiers.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!

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