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Writer's pictureInside Audio Marketing

Sonnant-Podder Partnership Brings Cookie-Less Targeting Solution To Audio.


The audio and demographic analytics company Podder and the tech firm Sonnant first announced in October they were teaming up to develop new digital audio content data to create new advertising targeting, planning and measurement capabilities. They saw an opportunity as advertisers consider alternatives as digital ad cookies days are numbered. The companies have now delivered the first fruit of that labor, with the release of a cookie-less targeting solution.


They do that by having each company lean into what they have already developed. Sonnant decodes the nuances of spoken-word content, allowing publishers and advertisers to uncover and structure content signals, intent, sentiment, and relevance, setting a new standard for contextual advertising. Podder provides insights into listener demographics, preferences, and behavior. The result is a tool that allows publishers and advertisers to evolve how they plan their campaigns. Even without cookies, they can set target demographics and contextual framework to build a target client segment, as well as choose which audio content, keywords, and context they want to target and then have the campaign activated through programmatic automation.


“It’s still that case that advertisers want more precision, and publishers want greater yield. To achieve these aims, smarter data was required to facilitate effective audience targeting,” said Podder founder Christian Sørensen. “Our ability to segment not only audiences, but the shows that these audiences consume, ensures that both the advertisers and publishers can extract maximum value from their content and activate campaigns with precision and ease,” he said in the announcement.


Billed as Google Analytics, but for podcasting, Barcelona-based Podder launched in 2021 and today works with publishers to provide them data such as demographics, audience personality, buying intent data, and download data, positioning itself as an alternative to companies like Podtrac or Chartable. It also hosts the weekly Podcast Growth Tactics podcast.


Melbourne-based Sonnant uses AI and machine learning to transform audio into data for the digital era. The Sonnant platform transforms broadcast, podcast, radio and streaming audio into data. The company has grown to work with companies beyond its native Australia, with most of its users now in North America. That list includes Salem Media Group, Triton Digital’s Omny Studio, Libsyn/Advertisecast, True Native Media, Good Life and Wildcast, among others.


“We understood that radio, podcasting, and audio in general is going through unparalleled digital transformation and tech-upheaval. With the combined rise of programmatic advertising and extinction of cookies, there was a need, and opportunity, to use our AI generated data to provide solutions,” said Sonnant CEO Tony Simmons. “To make this data function, we needed to build out ‘connective tissue’ between all stages and systems of the programmatic pipeline, especially between publishers and advertisers.”

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