Acast chooses Barometer for latest brand safety effort

Acast announces that it has formed a partnership with brand safety, suitability, and planning service Barometer. The news is targeted to podcast advertisers, with a promise to navigate risk, discover new content, and measure campaign performance.

Initiatives like this reassure advertisers that podcast advertising (still rather a new kid on the block for some advertisers) can be as trustworthy and exacting as longer established media categories.

That’s the podcast-specific story, but Acast is also pitching this partnership in the bigger context of general global advertising. “As the advertising industry continues to expand, with recent projections anticipating global spend to surpass $1 trillion by the end of this year, brand safety remains a concern for advertisers worldwide,” the company observes.

Nonetheless, podcasting remains a special-needs medium when it comes to preaching safety and accuracy to advertisers. This is from VP of Partnerships Valerie Reimer: “As the advertising industry continues to expand, with recent projections anticipating global spend to surpass $1 trillion by the end of this year, brand safety remains a concern for advertisers worldwide.”

Barometer’s role will be rto analyze thousands of podcasts at the episode level, which Acast says “creates a wider pool of inventory for brands with even the most stringent of brand safety concerns.”

“At Barometer, we’re excited to partner with Acast to unlock more opportunities for creators and advertisers alike. By providing transparency at scale, our brand safety technology makes it possible for brands to engage with a broader range of voices, including smaller and more diverse creators, while still meeting their safety and suitability standards. This partnership is a big step forward in ensuring that inclusion and monetization go hand-in-hand in the podcasting world,” said Barometer CEO Tamara Zubatiy.


 

Brad Hill