Sirius XM creates a podcasting brand safety and suitability tool for advertisers
Broadcasting company Sirius XM on Thursday introduced a brand safety and suitability verification offering for podcast advertisers and agencies.
Developed in partnership with brand safety company Barometer and marketing automation platform ArtsAI, the tool will give agencies and brands the ability to run an ArtsAI pixel on their campaign, and then use Barometer to measure suitability and safety of that contextual targeting. Reporting will be available mid-campaign so users can optimize it in real time, and post-campaign analysis will include brand suitability and contextual insights.
Media agencies can continue to use their contextual targeting for a campaign through SXM Media, the ad sales arm of Sirius XM, and its subsidiary tech arm AdsWizz, but this new arrangement will entitle those advertisers to third-party validation for the brand safety/suitability metric. The Sirius XM Podcast Network includes its owned and operated studios, including Stitcher Studios and Team Coco, and publishers including NBC Universal and OWN.
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Source:: Digiday
