Cumulus Podcast Network Provides Brand Safety with Barometer
| RADIO ONLINE | Wednesday, November 29, 2023 | 11:41am CT |
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 Cumulus Podcast Network |
The Cumulus Podcast Network will now provide brand suitability and safety measurement across the network through Barometer -- which provides brand-suitability measurement and contextual targeting unique to the podcast space. The team built an AI engine to analyze podcast content and report on content suitability based on the GARM (Global Alliance for Responsible Media) framework as well as contextual targets in alignment with the IAB content taxonomy 3.0.
Marketers and media agencies are now able to review podcasts to ensure they meet their brand's safety and suitability standards. Brands are also able to monitor their ad-buys during and after the campaigns to ensure their standards are being upheld.
"As a top-ten podcast network, the Cumulus Podcast Network is leading the podcast industry to drive advertiser confidence through the adoption of independent, third-party brand-safety measurement" said Barometer co-founder and CEO Tamara Zubatiy.
"We are proud to provide Barometer's transparency and accountability to the marketplace," said Westwood One Senior Vice President, Sales and Digital Partnerships David Cohn. "Brand marketers now represent 61% of U.S. podcast revenue. Advertisers deserve a brand-suitability solution that is designed for the unique attributes of podcast content rather than the legacy systems that were designed for display and online video."
"Podcast ad revenue continues to grow exponentially as the medium is proving effective for a variety of marketing objectives," said added Horizon Media EVP Managing Partner, Innovation & Performance Audio Lauren Russo. "With new brands investing in podcasting monthly, there is growing need for third-party podcast brand safety and suitability tools to ensure the brands we represent are showing up in safe environments. Horizon carefully develops media plans/buys in accordance with industry and platform brand safety and suitability standards adhering to client marketing priorities and objectives."
