Adtech Unplugged: Straight from the AdsWizz Product Experts

The AdsWizz product experts panel—Molly Ponzo, VP, Ad Product; Franz Bernstein, VP, Ad Product; Jerome Camerlynck, Director, Ad Product; and Rob Quintiliani, Senior Director, Ad Product—shared their strategic vision for ad product development. They stressed customer-centric approaches, scalable solutions, AI innovation, and transparent collaboration with publishers.

• Customer-driven development that ensures products genuinely solve real customer problems, driving higher adoption and satisfaction.
• Balance and scalability enable AdsWizz to effectively serve diverse publisher needs efficiently, reducing custom work and speeding up delivery.
• Ad quality improvements through AI, transcription, and synthetic voice technology, enhancing ad relevance and listener experience while reducing manual work and ensuring brand safety.
• Publisher collaboration continuously integrates real-time publisher feedback into product development, builds stronger partnerships, and ensure relevant and impactful innovations.

“At its core, our job is to make sure that we build the right capabilities, the right tools for all of you to monetize and grow your businesses—connecting really the dots between the right ads for the right users at the right time.” –Franz Bernstein

Proving Audio’s Worth: Making Media Models Work for Audio

Joe Macarak, Director of Measurement Partnerships at SiriusXM, discussed mmm media mix modeling (MMM) in audio. He highlighted data integration challenges that undervalue audio, stressing a shift to agile modeling for accurate measurement. He emphasized collaboration to improve data quality and ensure fair valuation.

• Challenges with current MMM: Audio is often undervalued due to simplistic models and limited data.
• Shift to agile modeling: Evolving from basic MMM (“bad”) to agile (“better”) and holistic market mix modeling (“best”).
• Granular data is essential: Daily impression-level data improves accuracy and ensures fair budget allocation.
• Industry-wide collaboration: Partnering with modeling firms and groups like IAB helps standardize data delivery and elevate audio’s role.
• Advocacy and education: Educating clients and agencies on audio’s long-term brand impact beyond short-term ROI.

“The quality of data we feed into MMM models today will define audio’s future. If we deliver better, more precise data, we shift from being undervalued to getting our fair share of investment.”

Getting Audio & Podcasts on the Media Plan

Joe then welcomed Matt Shapo, Director of Digital Audio and Video at IAB, to the stage to discuss the impact of MMM on audio ads. Together, they emphasized the need for better data, cross-channel collaboration, and advertiser education to enhance audio’s representation. They highlighted how outdated measurement methods contribute to underinvestment and explained how emerging technology and strategic partnerships are driving more accurate measurement and increased ad spend.

• Industry collaboration: An IAB working group was created to align audio with MMM frameworks and ensure fair measurement. 
• Underinvestment in audio: Many advertisers assume audio is hard to measure, leading to lower budget allocations despite its effectiveness. 
• Data quality and measurement gaps: Audio often gets grouped incorrectly with other media, misrepresenting its impact and ROI. 
• Refining education: The conversation around MMM must evolve from general measurement education to technical data accuracy and integration. 

“The new frontier is making sure that the inputs are right. It’s no longer just about proving audio’s value—it’s about ensuring audio is properly measured so we can unlock its full potential.” –Matt Shapo

Customer First: Driving Engagement, Value, and Satisfaction

Kate Vitt, Vice President of Product Operations & Customer Success at AdsWizz, and Mircea Jianu, Senior Director of Global Customer Support, wrapped up the event with a session on customer success strategies aimed at boosting engagement, value, and satisfaction. They emphasized investments in support infrastructure, proactive engagement, tailored solutions, and data-driven insights to enhance service quality.

• Comprehensive support model: The AdsWizz team has built a 360-degree customer support structure integrating technical account managers, solution engineers, programmatic operations, and audience data teams to provide specialized assistance. 
• Expanding customer education & knowledge resources: The knowledge base has been expanded in the past year, and engagement nearly doubled, ensuring customers have on-demand access to best practices and troubleshooting. 
• Leveraging net promoter score (NPS) for continuous improvement: Feedback from NPS surveys directly shapes priorities, including platform updates, support enhancements, and summit content. 
• Proactive & tailored customer success approach: Customers receive more customized support, including product managers and support teams joining QBRs, ensuring a more strategic and personalized experience. 
• Enhancing product usability & support tools: The team is reimagining every customer touchpoint from onboarding to troubleshooting, integrating real-time assistance and automation tools to streamline issue resolution. 

“Customer success is built on strong partnerships and excellent products that truly meet market needs. We’re committed to evolving alongside you, ensuring every interaction adds value to your business.” –Kate Vitt

Next Steps: Get Involved and Stay Ahead!

The AdsWizz Global Publisher Summit highlighted the transformative power of digital audio in modern advertising. From breakthroughs in programmatic technology to innovations in podcast monetization, the audio landscape continues its meteoric climb. Leading this evolution, AdsWizz continues to empower publishers to drive the future of audio—bolder, smarter, and more influential than ever.

Want to maximize your digital audio monetization? Contact us to explore the latest innovations.

The post AdsWizz Global Publisher Summit Recap Day 2 appeared first on AdsWizz.

Marsha, could you start by telling us about your journey into the world of audio adtech?

I began my career in audio with Powell Broadcasting, an independent radio group in Sioux City, Iowa, focusing on both traditional and digital radio ad placements. Over time, I transitioned into digital audio adtech and eventually joined AdsWizz, coming full circle from traditional radio sales to leading digital audio partnerships across North America.

What are the most significant shifts in audio advertising recently, and how are they impacting publishers?

The audio landscape has evolved dramatically, allowing listeners to access content anytime, anywhere, and across various devices—from connected TVs to wearables. This accessibility offers unique opportunities for advertisers, such as in podcasts, connected car audio, and in-game audio. However, it also brings challenges like the need for advanced fraud protection and aligning audio metrics with other media formats.

Can you describe the different tiers of publishers you work with and how their needs differ? 

We collaborate with a wide range of publishers, from traditional radio broadcasters to cutting-edge digital streaming apps. Each has distinctive needs—some focus on content creation and programmatic sales, while others aim to scale their direct sales efforts. At AdsWizz, we offer a flexible platform that tailors to these varying requirements, from hosting streams to managing sales and optimizing monetization strategies.

What are the primary obstacles to monetizing audio advertising, and what essential tactics should publishers employ to optimize their strategies?

A major challenge is aligning audio with other media formats like video and display ads, especially regarding metrics and capabilities. Publishers need to balance providing clear audience signals with respecting privacy regulations. Successful monetization requires understanding the particular characteristics of different audio environments and adapting strategies accordingly. We support publishers by offering comprehensive analytics and connecting them with diverse demand sources.

How do you view the integration of audio advertising within in-game experiences? What opportunities does this create for game publishers?

In-game audio advertising is an exciting new frontier that’s capturing the imagination of both advertisers and publishers. Audio integrates seamlessly into the gaming experience, offering a non-intrusive way to connect with audiences. This approach allows advertisers to tap into a highly engaged demographic that might be out of reach through traditional media channels. Additionally, it creates fresh revenue streams for publishers by providing targeted advertising opportunities within the immersive gaming environment.

Which metrics are the most crucial for publishers to gauge their success accurately?

Success metrics vary based on the goal. For audience growth, metrics like unique monthly users and stream counts are vital. For monetization, understanding ad consumption patterns—such as mobile versus in-car—provides valuable insights. AdsWizz’s platform offers a range of analytics to help publishers track these metrics and optimize their strategies.

Drawing from your insights, what recommendations do you have for publishers to improve their audio advertising monetization efforts?

Publishers should focus on leveraging their first-party data to enhance audience targeting while ensuring compliance with privacy policies. They should also consider diversifying their content offerings across different environments and devices to reach broader audiences. The best part is that AdsWizz provides crucial tools and support to navigate these complexities and maximize revenue.

What is AdsWizz focusing on in the next 6-12 months to support publishers?

We’re constantly pushing the boundaries of audio advertising, exploring exciting new possibilities like in-car and wearable technologies. We’re putting a strong emphasis on data—not just for enhancing audience insights but also for upholding strict data privacy standards. As we dive into burgeoning areas like podcasts and in-game audio, we’re opening up fresh monetization avenues for publishers. Our aim is to deliver holistic capabilities that support publishers in every aspect of their business.

The Future is Loud

My conversation with Marsha Fischer highlights the innovative drive behind AdsWizz’s mission. As we navigate the complexities of audio advertising, the potential ahead is immense. AdsWizz empowers publishers to experiment, refine their strategies, and ensure a seamless, relevant experience for listeners.

Unlock the full potential of your audio advertising strategy with AdsWizz’s innovative solutions and expert guidance—contact us today!

by Daniel Einhorn, Senior Manager, Content Marketing

The post Mastering the Complexities of Audio Advertising for Publishers appeared first on AdsWizz.

The industry is seeing third-party data and deterministic identity-based targeting face the most challenges amidst growing privacy regulations. The most successful solutions include increased contextual data and more probabilistic identity matching.

Balancing privacy concerns and delivering relevant audio ads is crucial in this shifting landscape. According to Comscore’s State of Programmatic study, around 47% of marketers plan to adopt ID-free tactics by the end of 2023. 44% of ad spend is projected for third-party ID-based targeting, while 25% is dedicated to audience targeting using first-party data. Additionally, 32% of the budget is allocated to ID-less contextual segments.

The audio advertising industry is at a crossroads, grappling with evolving consumer preferences, privacy regulations, and technological advancements. Marketers will need strategies that balance privacy considerations, exercise a continuous understanding of industry trends, and test new solutions to adapt to the evolving audio advertising landscape to position themselves for success in the dynamic world of audio advertising.

Embrace a Privacy-First Mindset and Transparency

Embracing a first-party mindset is prioritizing direct relationships with users and leveraging first-party data to deliver personalized and relevant ad experiences. This approach lets advertisers build trust, enhance targeting capabilities, and create meaningful connections with their audiences.

It involves building rich experiences with consumers where true value exchange is in place for access to consumer information and partnering with publishers to utilize data collected directly from users, such as preferences, behaviors, and interactions, to deliver tailored ad messages that resonate. 

A shift towards a first-party perspective helps advertisers to have greater control over data privacy and compliance while maximizing the effectiveness of their audio advertising campaigns. These first-party data sets are invaluable for deterministic matching.

Still, they will also be the building blocks for more probabilistic methodologies, which will use additional signals like context to expand their reach. With these continuing evolutions, staying informed on current (and upcoming) laws and regulations governing audio advertising is vital. Marketers and brands undoubtedly benefit when they comprehensively understand data privacy regulations in their jurisdiction and wherever their target audience might be.

Educate and communicate with your audience to build trust. A little goes a long way.

Transparency is crucial in building trust with consumers. Brands must communicate to their audience how their audio advertising campaigns collect, use, and protect their data by implementing a robust consent management framework that lets users quickly understand and control their data-sharing preferences.

Collaborate With Trusted Publishers and Platforms

First-party data has always been audio’s secret weapon. Streaming audio has created sticky user experiences, where many consumers continue to be open to sharing identity information in exchange for a great user experience, and podcasting is breaking through with audience targeting options rooted in powerful contextual signals.  

As a best practice, prioritize user privacy and data protection by aligning with privacy-first platforms and leveraging technology and tools that enable you to follow strict privacy protocols, employing measures like differential privacy, encryption, and secure data storage.

There’s strength in numbers, figuratively and literally, and pooling different resources can accelerate power.

Harness First-Party Data With Comscore Predictive Audiences Targeting

Access to audience data is crucial for the success of digital marketing campaigns. With privacy regulations and industry shifts rendering cookies and traditional mobile ad IDs less dependable, brands and businesses must explore alternative and superior data sources to target their audience effectively. Time is of the essence in this pursuit.

With cookie-free targeting and AdsWizz’s AI Transcription Technology, Predictive Audiences, developed in collaboration with Comscore, ensures a reliable pathway to contextually relevant podcast advertising. Advertisers and publishers can precisely target their desired audiences by selecting segments based on TV viewership, OTT consumption, and consumer behaviors.

Integrating Predictive Audiences with the AdsWizz platform enhances engagement and campaign performance by delivering ads on episodes that align with the target audience’s interests. With Comscore Predictive Audiences and AdsWizz’s advanced technology, connecting with desired audiences in the podcasting landscape becomes more precise and effective.

The Short Replay

In the ever-evolving landscape of audio advertising, proactively addressing the challenges surrounding identity and privacy is crucial. A privacy-focused approach and prioritizing first-party strategies are essential to successfully navigating these issues. By emphasizing transparency and effectively communicating how data gets utilized, brands can establish trust with their audience and create impactful audio advertising experiences. Safeguarding user privacy is ethically imperative and vital for ensuring long-term business success in today’s privacy-conscious world.

• If you are an AdsWizz partner and want to learn more, please click here.
• If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.

By Maria Breza

Vice President, Audience Data Operations & Ad Quality Measurement at SXM Media and AdsWizz

and

Vice President, Customer Success at AdsWizz

The post Navigating Identity and Privacy Concerns in Audio Advertising appeared first on AdsWizz.