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.

Our very own Rowan Hamill, Director of Business Development for the UK and IE, gave a presentation about the growth of digital audio in listening habits and advertising spending by conducting a comprehensive analysis, comparing digital audio with other platforms in data and measurement. In the context of Media 3.0, focusing on relevance, interactivity, and privacy, Rowan also emphasized how digital audio provided marketers with advanced technology for enhanced targeting and real-time interaction measurement via innovative ad formats.

Check out the breakdown of Rowan’s presentation below!

Digital Audio in a Media 3.0 World – A Future of Data, Targeting, Measurement, and Innovation

Meeting Audiences Where They Are

Rowan kicked things off by summarizing how modern technology has empowered advertisers to connect with their audiences in new and innovative ways. With tools like Comscore’s Brand Suitability, podcast contextual targeting, dynamic creative versioning, motion-activated ads, second-screen retargeting, automated host-read ads, and attribution pixels, advertisers can tailor their messages to meet audiences precisely where they are in their daily routines.

She then highlighted the effectiveness of audio advertising. Engaging audiences with high Long-Term Recall, better recall than social media, and higher intent to purchase, audio advertising offers a unique way to connect with consumers. Additionally, programmatic advertising in the audio space provides enhanced targeting, brand safety, and efficient buys, reducing waste.

Audio Consumption vs. Investment

Despite the increasing popularity of audio content, Rowan pointed out a significant discrepancy. While audio consumption is rising, audio advertising investment needs to catch up. She noted a 32% increase in podcast advertising investment year-over-year. However, she emphasized that there’s still tremendous untapped potential, with audio advertising accounting for only a fraction of the UK’s total digital advertising spend in 2022.

Dispelling Audio Advertising Myths

Rowan debunked several common myths about audio advertising:

• Myth 1: Audio is Only for Brand Awareness Campaigns – Audio actually drives results at every marketing funnel stage. Through a case study involving Mustard Insurance’s use of Dynamic Creative Optimization (DCO), she showcased how personalized ads could affect brand awareness, favorability, website traffic, and purchase intent.
  

• Myth 2: You Can’t Track Audio Campaigns – Rowan countered the myth by presenting the Mazda case study, which utilized Audio Pixel and Second Screen Retargeting to drive brand awareness, recall, and consumer purchasing decisions.
  

• Myth 3: Podcasts Aren’t Brand-Safe – Modern podcast contextual targeting solutions, in fact, protect against invalid traffic and fraudulent opportunities. Solutions like Invalid Traffic (IVT) Filtering from HUMAN and Brand Suitability from Comscore ensure brand safety in the podcast space.
  

• Myth 4: Podcasts Can’t Scale – Rowan dispelled this myth by highlighting the existence of premium podcast marketplaces in top European regions. Advertisers can now target and forecast using various podcast content verticals, making scalability a reality.

Want to Learn More?

• Questions about digital audio or audio advertising? Visit our Contact Us page to connect with us.
• For access to Rowan’s presentation, click here.
  

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