Frequency Partners with Barometer for Contextual Targeting

RADIO ONLINE | Tuesday, May 14, 2024

Frequency and Barometer

Frequency inks a partnership with Barometer, an independent brand suitability and contextual targeting solution for podcast advertising. The combined offering provides creative tools and targeting to deliver contextually relevant ad creative to make 1:1 connections with podcast listeners. Under the deal, advertisers gain enhanced capabilities for curating the ideal context to reach listeners.

Powered by AI, Barometer scans, analyzes and categorizes podcasts at the show and episode level. Contextual segments are created and made available to advertisers for targeting based on categories, such as host gender, content category, genre, keywords, topic sentiment and brand safety.

The integration will enable Frequency clients to activate Barometer's targeting. Once contextual segments are selected and aligned with creative, ads are delivered using VAST tags across any audio publisher. Results down to the segment and creative level provide insights into the performance by content and context, facilitating data-driven optimizations to improve ROI.

"Barometer's bottom-up, episodic contextual analysis enables a new level of contextual targeting that was not possible before," said Barometer CEO and Co-Founder Tamara Zubatiy. "In the absence of this analysis, the status quo was relying on genre categories or even show descriptions."

"Context is king in podcast advertising, and our partnership will enable any advertiser or publisher to deliver the right creative to a listener based on the content they're listening to," added Frequency CEO Pete Jimison. "Frequency will make it easy for podcast networks to run variations of host-read ads that align with the content of the episode. It's an exciting evolution for dynamic ad insertion technology to make creative more relevant without limiting audience reach."