Integration of leading contextual ad targeting allows advertising partners to home in on the podcast content, and audiences, they’re looking for

SoundStack, the independent audio-as-a-service (AaaS) company, announced a partnership with Barometer, the only independent brand suitability and contextual targeting solution for podcast advertising. The agreement enables buy-side partners to leverage curated “supply packs” in SoundStack Marketplace, ensuring their advertisers buy shows that are most relevant to them, and connect to millions of their most desired consumers.

The partnership comes as the two companies plan for their panel at Podcast Movement this August, “Playing Well Together: The Future of Direct Sales with Integrated Programmatic,” which will be moderated by Flightpath CEO Sean Howard.

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“We’re proud to provide transparent supply data that helps make SoundStack Marketplace an even more robust audio ad exchange,” said Tamara Zubatiy, CEO and Co-Founder of Barometer. “More data-driven options for demand partners and their advertisers to accurately target the types of podcast content they need means better return on their investment in audio. That makes the market healthier for everyone.”

Barometer data categorizes podcasts at the show and episode level. The data allows SoundStack to create contextual segments and make them available to buy-side partners for targeting based on variables like host gender, content category, genre, keywords, topic sentiment, and brand safety.

More than 14,000 publisher partners provide over six billion monthly, global audio ad opportunities for buyers in SoundStack Marketplace. Independent and tech-agnostic, the marketplace facilitates barrier-free ad trading that generates better results for all participants – demand partners, tech platforms, audio publishers, and more.

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“As the largest independent audio marketplace, it is critical that SoundStack provide our demand partners with the largest selection of curated and targeted podcasts,” said Mike Reznick, SoundStack’s chief operating officer. “This ensures that ad campaigns, including reach extension campaigns, deliver and perform for advertisers in our marketplace, and provide solid monetization for our publisher partners.”

SoundStack’s participation in MOSAIC, an initiative spearheaded by Barometer and the Alive Podcast Network that’s working to connect advertisers with more diverse podcasts, is one of the first manifestations of this partnership. As SoundStack Marketplace inventory is categorized with Barometer data, thousands of diverse podcasters will be able to earn more ad revenue.