Advertisers today can face various challenges in the audio advertising industry, including shrinking addressable inventory and growing restrictions on identity signals. As traditional identity signals become less scalable with platforms and regulations filtering out device identifiers, the need for innovative solutions has become more pressing than ever.
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.
