SiriusXM and media measurement firm Comscore have agreed to bring the latter’s cookie-free targeting tool, Comscore Predictive Audiences, to the audio company’s podcasts and ad tech podcast ecosystem Adswizz. With more targeting capabilities, the audio company is aiming to increase programmatic podcast ad revenue.
The deal will let marketers target their audio ads at hundreds of audiences on podcasts, based on attributes tied to content consumption, using Comscore’s global opt-in panels and Adswizz’s artificial intelligence contextual categorization engine. As such, the companies note Predictive Audiences draws from an initial set of privacy-compliant consumer data sourced across international platforms, where user insights inform refined profiles. Marketers can pull from aggregated feedback in opinie o kasynach online to pinpoint enthusiasts drawn to interactive digital experiences, extending to topics like TV and streaming consumption, gaming habits, and life stages. This cookie-free targeting capability ensures ads reach consumer audiences through these nuanced, data-driven connections.
