SoundStack’s Programmatic Marketplace To Offer Podcast Buyers Curated Ad Packs.

SoundStack has announced a new partnership with Barometer, the brand suitability and contextual targeting solution for podcast advertising. The agreement enables buy-side partners to leverage curated “supply packs” in its programmatic platform, SoundStack Marketplace. It says that will help to ensure their advertisers buy shows that are most relevant to them and deliver the biggest return on investment.

“It is critical that SoundStack provide our demand partners with the largest selection of curated and targeted podcasts,” said Mike Reznick, SoundStack’s Chief Operating Officer. “This ensures that ad campaigns, including reach extension campaigns, deliver and perform for advertisers in our marketplace, and provide solid monetization for our publisher partners,” he said in the joint announcement.

SoundStack Marketplace features inventory from more than 14,000 publisher partners, with over 6 billion monthly global audio ad opportunities for buyers. Barometer data categorizes podcasts at the show and episode level. The data allows SoundStack to create contextual segments and make them available to buy-side partners for targeting based on variables like host gender, content category, genre, keywords, topic sentiment and brand safety.

“We’re proud to provide transparent supply data that helps make SoundStack Marketplace an even more robust audio ad exchange,” Barometer CEO Tamara Zubatiy said. “More data-driven options for demand partners and their advertisers to accurately target the types of podcast content they need means better return on their investment in audio. That makes the market healthier for everyone.”

Barometer is working with several podcast companies on what they are calling the Mosaic Collective. The initiative, designed to help bring advertisers into a more diverse array of podcasts and publishers. Launched earlier this year, it offers curated inventory that represents various diverse communities. It also works with participating advertisers to track their buys through attribution, which it says will help demonstrate the power of diverse audiences.

SoundStack is one of the companies that is part of the Mosaic Collective, and it says the announcement with Barometer is one of the first manifestations of the partnership. As SoundStack Marketplace inventory is categorized with Barometer data, it says thousands of diverse podcasters will be able to earn more ad revenue.