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iHeartMedia has launched new brand safety technology for podcast advertising powered by audio intelligence platform Sounder. iHeartMedia is the first to go live with Sounder’s AI and Machine Learning technology, giving brands episode-specific safety assurance.
“Audio had been without a truly operative brand safety tool that gave advertisers the ability to run without risk at a national scale. The process was labor intensive, fragmented, and often failed to deliver the level of protection brands truly needed,” said iHeartMedia Chief Data Officer Brian Kaminsky. “This new tool changes the future and opens up endless possibilities. Brands are now able to opt out of content they deem unsafe and inappropriate. Our partnership with Sounder has set a new benchmark for transparency in audio advertising that has been long overdue.”
“At a time when brand-trust is eroding overall, marketers are excited about the power of podcast advertising to deliver authenticity, impact, and rebuild trust,” said iHeartMedia Chief Marketing Officer Gayle Troberman. “With iHeartMedia’s new brand safety capabilities, marketers can leverage the full power of human connection and contextual relevance that podcasts provide, without the fear and risk of unsafe inventory.”
“Coming out of CES, marketer demad for podcast marketing is at an all-time high,” Troberman continued. “But they’re not willing to accept unnecessary risk to do so. This tool solves this challenge by providing objective, third-party brand safety verification and unlocking access to more content that moves the needle for marketers.”
“Sounder’s brand safety and suitability solutions are here to usher in the next stage of growth for podcasting and audio advertising. Our technology provides the transparency needed for confident decision-making and transacting across publishers, agencies, and ad tech partners,” said Sounder CEO and Co-Founder Kal Amin. “As a key partner and strategic investor in Sounder, iHeartMedia has recognized the need for new brand safety tools and standards across audio.”