Frequency Unveils Enhanced Contextual Targeting Solution For Podcast Ads With Barometer

Frequency, the leader in workflow automation and ad management for audio, announces its partnership with Barometer, the only independent brand suitability and contextual tools and targeting to deliver contextually relevant ad creative to make 1:1 connections with podcast listeners.

With the addition of Barometer’s Brand Suitability and Contextual Targeting to Frequency’s Audio Ad Management Platform, advertisers gain enhanced capabilities for curating the ideal context to reach listeners. Powered by AI, Barometer scans, analyzes, and categorizes podcasts at the show and episode level. Contextual segments are created and made available to advertisers for targeting based in categories, such as host gender, content category, genre, keywords, topic sentiment, and brand safety.

The integration will enable Frequency clients to activate Barometer’s targeting with ease. Once contextual segments are selected and aligned with creative, ads are delivered using VAST tags across any audio publisher. Results down to the segment and creative level provide insights into the performance by content and context, facilitating data-driven optimizations to improve ROI.

“Barometer’s bottom-up, episodic contextual analysis enables a new level of contextual targeting that was not possible before,” says Tamara Zubatiy, CEO and Co-Founder of Barometer. “In the absence of this analysis, the status quo was relying on genre categories or even show descriptions.”

“Context is king in podcast advertising, and our partnership will enable any advertiser or publisher to deliver the right creative to a listener asked on the content they are listening to,” says Pete Jimison, CEO of Frequency. “Frequency will make it easy for podcast networks to run variations of host-read ads that align with the content of the episode. It’s an exciting evolution for dynamic ad insertion technology to make creative more relevant without limiting audience reach.”

Interested in learning more? Visit frequencyads.com or contact sales@frequencyads.com.

About Frequency

Frequency has created the next generation of ad management for the audio industry, providing workflow automation and targeted delivery in one innovative platform. With Frequency, audio networks can increase revenue opportunities, reduce manual operations, and improve ad experiences. The world’s top audio publishers and advertisers use Frequency’s enterprise solutions to centralize campaigns and personalize podcast, radio, and streaming ads. Serving 5B| ad impressions a month, Frequency is the chosen software for audio operations efficiency and growth.

About Barometer

Barometer is an AI-powered omnichannel contextual engine with best in class brand safety, suitability and contextual targeting solutions for podcast advertising. Our patent-pending, AI Brand Integrity Cloud uses natural language processing to analyze multi-modal content based on industry standard taxonomies including the IAB Content Taxonomy 3.0 for contextual targeting, the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework as well as custom taxonomies.

Trained on over a million hours of user-generated, our innovative solutions drive radical transparency across the UGC ecosystem building trust between the supply and demand sides to usher in a new era of scale and maturity in UGC advertising. For more information, visit thebarometer.co.

Frequency Drives 3x Efficiency For Audacy With Podcast Vetting Automation

Frequency, the next generation of ad management for the audio industry, and Audacy Inc., a leading multi-platform audio content and entertainment company, reveal how technology is fueling Audacy’s dramatic increase in podcast sales productivity. Since using Frequency’s automated workflows, Audacy’s podcast vetting process is now 3x more efficient.

Audacy is driving sales speed and scalability with automation. Having used Frequency’s platform to vet 10K+ requests across ~200 podcasts, the results are in:

  • Hundreds of hours saved for the ad ops team
  • 300% faster responses from shows
  • Happier team members
  • More revenue supported and captured

Frequency’s unique ad management platform for audio is the necessary infrastructure Audacy needs to conduct individual vetting requests for thousands of advertisers. Audacy can turn around RFP’s quickly, include more pre-vetted shows, and win larger budgets.

“A 3x more efficient vetting process is a huge advantage. We’re responding faster and minimizing human error. Our ad ops team, talent, and agency partners are happier and less frustrated too,” said Danny Kutrick, Senior Director, Podcast Operations & Traffic, Audacy. “Without the typical ad ops pain points, we’re scaling with ease. There’s no doubt that Frequency is an essential platform for audio publishers to improve workflow, save time, and make money.”

“For too long, Podcasting has been held back by the process to get an ad placed, approved, produced, and delivered,” said Pete Jimison, CEO of Frequency. “Audacy has been an amazing partner leading the charge with us to automate all of the manual work, saving their team time to focus on stronger partnerships with talent and sponsors, and opening up new revenue opportunities.”

Audacy and Frequency have been working together since 2019 when Audacy first signed on to use Frequency’s platform. Audacy saw immediate advantages with Frequency’s copy rotation and contextual ad serving tools.

The two companies are excited to unveil additional podcast sales optimization features and integrations later this year.

Companies that want to become more efficient should look to tech to make it happen. Frequency offers audio publishers essential infrastructure to move quickly and accelerate podcast, radio, and streaming sales growth. 

Serving 4B+ ad impressions a month, 1K users tap into Frequency to automate workflow, centralize campaigns, and maximize revenue. Frequency simplifies the ad ops process and speeds up vetting by 3x+.