This is an archived page from 2021. Find out more
iHeartMedia announced the launch of a first-of-its-kind private marketplace to provide advertisers with programmatic buying access to distribute their marketing to audiences across the iHeartPodcast Network which has more than 257 million global downloads and streams.
This new technology allows brand advertisers to create their own unique, tailored marketplaces to dial up and down across each year as their marketing needs require.
This new technology was developed through iHeartMedia’s recently acquired Voxnest, and will allow advertisers to gain private access to iHeartMedia’s podcast library by content, geography, and consumer psychographics.
“We acquired Voxnest last Fall with the plan to be able to provide podcast advertisers with additional targetable inventory at scale by allowing the effective and efficient monetization across an entire range of podcast inventory. Voxnest connects all of the fragmented platforms that exist in podcasting - the launch of this Private Marketplace is a huge milestone in the podcast industry and advances these capabilities to buyers,” said Brian Kaminsky, Chief Data Officer and President of Revenue Strategies for iHeartMedia. “Our podcasts attract some of the most engaged and passionate podcast listeners in the world and now advertisers will have massive scale and highly specific targeting at their fingertips, to reach these hundreds of millions of listeners who are now consuming podcasts.”
Advertisers will have the ability to reach their specific audience based on three specialized targeting options:
- Category – Allows brands to advertise across the iHeartPodcast Network’s network of shows and includes categories such as Business & Finance, TV & Film, History, True Crime, Society & Culture, Music, Sports, Health & Fitness, Comedy, Science & Tech, Parenting & Family and News & Citizenship.
- Geolocation – Allows brands to tap into the iHeartPodcast Network’s audience to deliver relevant messaging to a specific region within a premium podcast environment.
- Psychographic – Uses a suite of data-driven Psychographic Podcast Networks, enabling brands to buy across a set of shows that speak to specific consumer behaviors like the conqueror, explorer, legend, cultivator, decider, thriver, rising star, advocate, backer and intrepid.
iHeartMedia’s Private Marketplace will offer advertisers multiple deal types including Programmatic Guaranteed (PG), Preferred Deal (PD), Private Auction (PA) and Open Marketplace (OMP).
Interested buyers can email ProgrammaticAdOps@iHeartMedia.com.