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Barometer, Audiohook Launch Brand Suitability Framework


Barometer and Audiohook
Barometer and Audiohook

Barometer, a contextual AI engine, and Audiohook, an independent ad platform, are launching an applied brand suitability framework for audio advertising. This alliance is set to bring clarity and consistency to brand standards in podcasting with the introduction of these brand suitability definitions. In this collaboration, Barometer and Audiohook present brand suitability definitions that enhance and expand upon the existing GARM categories, ensuring unmatched transparency and accuracy in risk assessment.

The Global Alliance for Responsible Media (GARM) originally created the industry-standard definitions, but these were primarily designed for visual, user-generated content, not premium audio, leading to inconsistent interpretation across different vendors.

The definitions, tailored specifically for audio content, address its unique nuances, including context, content length and alignment with advertiser requirements. Though long-time table stakes in display and CTV media-buying, brand suitability standards have only recently been made actionable in podcast advertising, thanks to Barometer. Last year, Audiohook became the first DSP to integrate Barometer as a pre-bid targeting solution.

"We are thrilled to partner with Barometer to bring a new level of brand suitability to the podcasting industry," stated Audiohook CEO Jordan Bentley. "This refined framework offers advertisers a robust and nuanced approach to evaluating and aligning content with their brand values. By implementing these industry-tailored definitions, we are enhancing transparency and trust across the audio advertising ecosystem. This partnership marks a significant step forward in enabling advertisers to confidently scale their investments in audio, ensuring that brand safety and suitability are upheld to the highest standards."

Barometer CEO Tamara (Zubatiy) Nelson added, "As the leader in the podcast brand suitability space, I believe in the importance of brand suitability definitions that can be easily related to the industry-standard definitions available for display and other channels. Clear standards ensure that brands can navigate the podcasting landscape with confidence in the context of their omnichannel buy. It's not just about avoiding controversy; it's about fostering trust and authenticity in every episode - ensuring that every brand's message aligns with its audience. Barometer prides itself on being an "inclusive" brand suitability solution, meaning that we strive to qualify as much content as possible for inclusion through an unprecedented understanding of context."

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