Today, Barometer, an AI-powered brand suitability and contextual targeting engine committed to inclusion and nuance announces its episodic podcast brand safety, suitability, and contextual targeting segments are available for programmatic advertisers. This first-to-market capability enables brands to confidently align with suitable podcast contexts, programmatically, at scale. This integration is launching first on The Trade Desk.
The Barometer brand suitability & contextual targeting solution enables advertisers to utilize pre-bid targeting in their podcast buys for the first time, empowering advertisers with more consistent targeting capabilities across digital channels. Advertisers can now overcome their brand suitability concerns and activate with episode-level precision to ensure every impression aligns with their unique brand standards. One could argue that the combination of being able to target at the content item level, and the content signals required to facilitate such targeting make the podcast medium even more transparent and targetable than mature digital channels.
This solution enables buyer confidence for more activation in the podcast space at a scale that has never before been seen. This buy-side, self-service control, in combination with the transparency provided by publishers participating in the marketplace, facilitates a virtuous cycle of advertiser choice and trust.
"At Barometer, we're dedicated to making the podcast space more accessible and trustworthy for advertisers by providing actionable insights that enable them to align their brand values with the right content,” said Dr. Tamara Zubatiy Nelson, CEO at Barometer. “The ability to distribute our segments to buyers is a major step forward, allowing advertisers to target and tailor their campaigns with the same precision they expect from other digital channels. We're thrilled to be part of this groundbreaking moment in digital audio."
Today, this capability elevates the entire industry as Barometer is now fully integrated as a targeting solution in The Trade Desk. Now, buyers can target towards and away from their specific content goals on an episodic level instead of just monitoring and then responding after the fact.
According to Bob Hunt, Senior Director, Audio at Omnicom Media Group agency Hearts & Science, "Brands have a right to control where and how their ads are showing up - this is the core premise behind Omnicom Media Group’s Council on Standards and Accountability in Advertising (CASA) that has advanced adjacency controls across social, CTV, SSP, and retail media environments. However, programmatic podcasting has lagged other programmatic channels in this regard. Now, activating with Barometer through The Trade Desk, we are able to give brands more transparency and control in an investment channel that saw double-digit growth in 2024.”
“SiriusXM Media has built our programmatic podcast offering from the ground up with full inventory transparency, down to a show and episode level, as our cornerstone since its inception,” said Jeremy Randol, VP of Programmatic Sales Strategy at SiriusXM Media. “Our long-term collaboration and joint commitment with both The Trade Desk and Barometer has allowed podcast brand suitability to move from post-campaign measurement to pre-bid buy side curation in a matter of months. We believe that this new integration will alleviate any remaining brand suitability perceptions in the programmatic podcast space—allowing advertisers to realize the full scale of their podcasts buys with all the advantages that come with programmatic execution.”
Barometer is excited to share that the solution is officially live and currently being used in beta by advertisers in The Trade Desk. If you’d like to learn more about the new capabilities, please reach out to our contacts listed below!
About Barometer
Barometer is an omni-channel, AI-powered contextual engine with best-in-class brand suitability and contextual targeting solutions in audio. They help the largest brands in the world responsibly activate at scale in impactful channels like podcasts. Their patent-pending AI Brand Integrity Cloud uses natural language processing to analyze podcasts based on industry standard taxonomies including the IAB Content taxonomy 3.0 for contextual targeting and the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework. Their solutions drive radical transparency across the entire ad ecosystem building trust between the buy and sell sides to usher in a new era of scale and contextual understanding. Through their investment in ensuring diverse voices & news content are not blocked inappropriately, Barometer helps brands ensure their brand standards don’t come at the expense of their brand values.
For more information, visit http://www.thebarometer.co.
About Barometer
Barometer is an omni-channel, AI-powered contextual engine with best-in-class brand suitability and contextual targeting solutions in audio. They help the largest brands in the world responsibly activate at scale in impactful channels like podcasts. Their patent-pending AI Brand Integrity Cloud uses natural language processing to analyze podcasts based on industry standard taxonomies including the IAB Content taxonomy 3.0 for contextual targeting and the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework. Their solutions drive radical transparency across the entire ad ecosystem building trust between the buy and sell sides to usher in a new era of scale and contextual understanding. Through their investment in ensuring diverse voices & news content are not blocked inappropriately, Barometer helps brands ensure their brand standards don’t come at the expense of their brand values.
For more information, visit http://www.thebarometer.co.
