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New Predictive Audiences capability reaches podcast listeners based on consumer behavior using privacy-friendly contextual signals
Acast, the world’s largest independent podcast company, today announced a global partnership with Proximic by Comscore a division of Comscore Inc. and a leading provider of audience and content targeting solutions for media activation, to enable cookie-free audience targeting for podcast advertisers around the world. Now, Acast advertisers can leverage Proximic by Comscore’s Predictive Audiences capability to reach podcast listeners based on granular consumer behavior through privacy-friendly contextual signals.
As the global media landscape faces significant signal loss and prepares for the fast approaching deprecation of the third-party cookie, advertisers are challenged to find solutions that will continue to reach the right audiences with scale and precision. Predictive Audiences from Proximic by Comscore enables targeting based on behaviors such as personas, TV viewership, gaming habits, retail purchases, and more, but delivered contextually. This is made possible through the combination of Comscore’s massive first-party data sets and deep machine learning-backed predictive models.
“The podcast advertising industry has experienced rapid growth in recent years, but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms,” said Lee Blickstein, VP Targeting Solutions at Proximic by Comscore. ”With Acast’s global platform, agnostic reach, and Proximic by Comscore’s Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers.”
The global podcast advertising market continues to boom with the most recent reports forecasting the industry to reach a $12.7 billion valuation by the end of this year and to skyrocket to $40 billion in value by 2032. As advertisers continue to invest in the space, audience targeting solutions and advances in ad tech are expected to drive the industry forward.
“For nearly a decade, Acast has been a pioneer in podcasting and ad tech innovations. This partnership with Proximic by Comscore complements Acast’s current third and first party targeting capabilities while enhancing scale, performance, and efficiencies for advertisers around the world,” said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. “On a global scale, this partnership is significant in further improving addressability throughout the entire podcasting landscape.”
Predictive Audiences is now available to advertisers in each of Acast’s 15 markets around the world. To learn more about how your brand can leverage Proximic by Comscore’s audience targeting capabilities through Acast, please contact firstname.lastname@example.org.
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