Barometer's tech, powered by AI, analyzes and categorizes podcasts at show and episode levels, creating contextual segments based on host gender, content category, genre, keywords, topic sentiment, and brand safety.
Frequency's aim is to make advanced targeting accessible for clients. They use VAST, developed by the IAB, to deliver ads, followed by post-delivery technology for data-driven optimizations and improved ROI.
"Context is king in podcast advertising," says Pete Jimison, CEO of Frequency. The partnership enables delivering relevant creatives based on listener content, allowing for dynamic ad insertion.
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