Global Media Agency UM Worldwide will be part
of the development and testing of this first-of-its kind brand
safety tool
NEW
YORK, June 15, 2022 /PRNewswire/ -- Spotify
(NYSE: SPOT) and Integral Ad Science (Nasdaq: IAS) today announced
a new partnership to establish a third-party brand safety solution
for podcast advertisers. The companies will embark on a rigorous
analysis to help the industry understand the tools and resources
necessary to effectively deliver brand safety in podcasting and
digital audio writ large. Ultimately, the firms intend to create
the industry's first third-party brand safety and suitability
reporting tool to bring more transparency and confidence to podcast
advertising. Global media agency UM Worldwide will be part of the
learning and development process as the first holding company to
test this solution, ensuring that the voice and needs of
advertisers are considered from the outset.
Podcast ad spend has grown rapidly over the past few years
alongside an influx of listening worldwide. In fact, podcast ad
revenue surpassed $1 Billion in 2021
and is forecasted to almost triple to more than $4 Billion in 2024. As investment and innovation
in podcast advertising has surged, so has the importance of
ensuring suitability for advertisers. There are well-established
brand safety guidelines and technology across the digital
advertising ecosystem, most notably in video; however, these do not
yet exist in audio. Creating a third-party solution for this now
mainstream medium is critical to maintain advertiser confidence and
continued media spend.
To solve this challenge, Spotify and IAS are embarking on a
joint effort to better understand how to responsibly and
effectively validate that advertiser messages are served in their
intended context for podcasts. In the future, the results will be
used to create a first-of-its-kind brand safety and suitability
tool to aid in campaign planning, management, and reporting.
The solution will be powered by Spotify's first-party data and
verified by IAS' independent analysis solutions based on the Global
Alliance for Responsible Media's categories and guidelines.Their
initial efforts will focus on third-party content within the
Spotify Audience Network.
"Spotify pioneered the digital audio landscape as we know it
today and we're excited to continue our leadership here as we rise
to the next challenge: brand safety," said Julie Clark, Global Head of Advertising Revenue
Innovation at Spotify. "We are pleased to be partnering with
IAS – one of the most trusted leaders in media – to give
advertisers confidence that their messages are heard in the right
place while further validating the contextual targeting solutions
we already have in the market."
"Partnering with Spotify and UM to develop a podcast brand
safety and suitability solution will be a transformational step for
advertisers targeting the audio space," said Yannis Dosios, Global Chief Commercial Officer
at IAS. "With podcasts expected to reach more than 500 million
listeners worldwide by 2024, this solution will offer advertisers
more control and confidence that their messages will deeply
resonate with their intended audiences."
"Podcasts have hit the mainstream in a big way and our clients
are ready to increase their investment in the space given the
undeniable opportunity to connect with audiences; however, without
a way to validate brand suitability across the depth and breadth of
shows, they are hesitant to go all in," said Joshua Lowcock, Global Chief Media Officer at UM
Worldwide. "We're pleased to see Spotify and IAS step up to
create a brand safety solution and are ready to work with them
during the building and testing phase to ensure advertisers' needs
are addressed from the start."
About Integral Ad Science
Integral Ad Science (IAS) is
a global leader in digital media quality. IAS makes every
impression count, ensuring that ads are viewable by real people, in
safe and suitable environments, activating contextual targeting,
and driving supply path optimization. Our mission is to be the
global benchmark for trust and transparency in digital media
quality for the world's leading brands, publishers, and platforms.
We do this through data-driven technologies with actionable
real-time signals and insight. Founded in 2009 and headquartered in
New York, IAS works with thousands
of top advertisers and premium publishers worldwide. For more
information, visit integralads.com.
About Spotify
Spotify transformed music listening
forever when it launched in 2008. Discover, manage and share over
82 million tracks, including more than 4 million podcast titles,
for free, or upgrade to Spotify Premium to access exclusive
features for music including improved sound quality and an
on-demand, offline, and ad-free music listening experience. Today,
Spotify is the world's most popular audio streaming subscription
service with 422m users, including
182m subscribers, across 183
markets.
Contacts
Spotify
Press@spotify.com
Integral Ad Science
Press@integralads.com
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SOURCE Integral Ad Science, Inc.