Frequency Debuts Premium Publisher Network for Podcast Ads

RADIO ONLINE | Thursday, March 27, 2025

Frequency

Frequency, a provider of workflow automation and ad management solutions, has announced the introduction of its Frequency Premium Publisher Network (PPN), aimed at enhancing podcast advertising. The PPN is designed to offer a curated inventory across top creator networks, marrying the quality of host-read ads with the efficiency of programmatic advertising, thereby promising to open up new revenue streams for the entire podcasting ecosystem.

The newly unveiled PPN will integrate Frequency's comprehensive workflow automation tools with its innovative inventory reservation system. This integration facilitates a seamless process for vetting, booking, and producing advertisements across numerous creator networks. Unlike traditional methods that rely on VAST tags for ad delivery, Frequency's system will directly link with publisher operations to manage inventory and creative content across various platforms, benefiting networks that employ dynamically-inserted and embedded ads.

Pete Jimison, CEO of Frequency, emphasized the transformative potential of the new system. "At Frequency, we built workflow tools to make the direct sales process easier and more efficient for networks," Jimison said. "With this automation now enabled, we are opening up host-read ads as a viable buying opportunity for more advertisers, increasing CPMs for unfilled inventory, and simultaneously acting as a lead generator for networks to pursue more involved show-specific sponsorship opportunities."

In an effort to broaden the reach and effectiveness of the PPN, Frequency has collaborated with DAX US, a digital advertising exchange founded by Global. Since 2019, the two companies have leveraged Frequency's ad management tools to execute personalized ad campaigns for various advertisers, including several Fortune 500 companies. These tools are now set to manage large-scale ad campaigns within the podcasting realm, along with fostering new opportunities for dynamic host-read ads.

Brian Conlan, President of DAX US, shared his enthusiasm about the collaboration. "The scale of the podcasting ecosystem can make host-read ad campaigns challenging for advertisers. I'm thrilled that Frequency has created a new opportunity to deliver that type of premium buy at scale," said Conlan. "This innovation will allow us to expand our offering and provide even more unique advertising solutions for some of the largest audio buyers in the country."