Acast has announced a global partnership with Proximic by Comscore – a division of Comscore Inc. and a provider of audience and content targeting solutions for media activation.
The partnership will work to enable cookie-free audience targeting for podcast advertisers around the world.
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As the global media landscape faces signal loss and prepares for the deprecation of the third-party cookie, advertisers are challenged to find solutions that will continue to reach the right audiences with scale and precision. Predictive Audiences from Proximic by Comscore enables targeting based on behaviours such as personas, TV viewership, gaming habits, and retail purchases, but delivered contextually. This is made possible through the combination of Comscore’s first-party data sets and deep machine learning-backed predictive models.
The most recent reports on the global podcast advertising market forecast the industry to reach a $12.7 billion valuation by the end of this year and to lift to $40 billion in value by 2032.
“The podcast advertising industry has experienced rapid growth in recent years, but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms,” said Lee Blickstein, VP targeting solutions at Proximic by Comscore.
”With Acast’s global platform, agnostic reach, and Proximic by Comscore’s Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers.”
Henrik Isaksson, managing director Acast AU/NZ said, “Addressibility and measurement is something Australian advertisers and agencies are really passionate about. Partnering with Proximic by Comscore allows us to better identify hard-to-reach audiences in podcasting across Australia and international content creators. Upon launching programmatic buying in Australia, Acast was committed to developing leading ad tech solutions. This latest example is proof that innovation in product and developments are core pillars of our strategy in market.
“For nearly a decade, Acast has been a pioneer in podcasting and ad tech innovations. This partnership with Proximic by Comscore complements Acast’s current third and first party targeting capabilities while enhancing scale, performance, and efficiencies for advertisers around the world,” said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. “On a global scale, this partnership is significant in further improving addressability throughout the entire podcasting landscape.”
Predictive Audiences is now available to advertisers in each of Acast’s 15 markets around the world.