Veritonic Unveils New Podcast Demographic Data Capabilities.

Demographic data continues to be how most advertising buys are placed, and Veritonic is stepping up its offering for marketers looking to tap into the growing podcast market. The company is launching a new audience insights solution that it says will offer cost-effective demographic data for podcast networks, advertisers and publishers.

Veritonic’s new tool combines device graph technology with self-reported listener data. Using its proprietary methodology, it takes a multi-source approach to delivering comprehensive podcast demographic data by integrating advanced technology with direct audience insights. In doing so, Veritonic says it can ensure accuracy, scale, and reliability — without relying on a single data source.

“With the rapid growth of podcasting, advertisers and publishers need reliable audience data to drive smarter decisions,” says CEO Scott Simonelli. “Our Audience Insights solution finally delivers an accurate, scalable, and cost-effective way to understand podcast audiences at a deeper level, ensuring that brands and creators can maximize engagement and revenue.”

Veritonic has already been beta-testing with several networks, including the podcast rep firm True Native Media. Its founder, CEO Heather Osgood, says the solution has demonstrated a strong capability to provide the clarity needed to better understand listeners and optimize both content and advertising strategies. “Access to accurate and affordable demographic data is crucial for podcast advertisers and networks alike,” she says.

Veritonic, which offers a service that gives advertisers, agencies and publishers a way to test their audio creative, has expanded its services with the growth of digital audio. Today, its platform is used to research, test and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign. It has put more of its efforts into podcasting, including an announcement in December that it would expand its capabilities to analyze and optimize the audio performance of video podcasts. It includes analytics that reveal the performance of video podcasts across platforms and channels, including how the combination of video and audio affects listener engagement, retention and sentiment.