As the sun sets on the era of third-party cookies, advertisers are scrambling to find new ways to reach their target audiences. Enter Acast, a global podcasting giant, and Proximic by Comscore, a leader in audience and content targeting solutions. They’ve teamed up to offer cookie-free audience targeting for podcast advertisers worldwide, a move that could mean big things for the podcast advertising industry.
With the imminent deprecation of third-party cookies, advertisers are in a tight spot. How can they continue to reach their desired audiences with precision and at scale? Proximic by Comscore might be the answer. The division of Comscore Inc. offers Predictive Audiences capability, allowing advertisers to target based on behaviors like TV viewership, gaming habits, and retail purchases, but delivered contextually. This is all thanks to Comscore’s massive first-party data sets and advanced machine learning-backed predictive models.
This partnership between Acast and Proximic by Comscore is a game-changer for podcast advertising. “The podcast advertising industry has experienced rapid growth in recent years, but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms,” said Lee Blickstein, VP Targeting Solutions at Proximic by Comscore. “With Acast’s global platform, agnostic reach, and Proximic by Comscore’s Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers.”
The podcast ad market is booming and shows no signs of slowing down. With a predicted valuation of $12.7 billion by the end of this year and an anticipated value of $40 billion by 2032, it’s high time that ad tech caught up. This partnership between Acast and Proximic by Comscore could be the catalyst this industry needs.
Acast, a pioneer in podcasting and ad tech innovations, sees this partnership as a significant step forward. “This partnership with Proximic by Comscore complements Acast’s current third and first party targeting capabilities while enhancing scale, performance, and efficiencies for advertisers around the world,” said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. “On a global scale, this partnership is significant in further improving addressability throughout the entire podcasting landscape.”
If you’re an advertiser looking to tap into Proximic by Comscore’s audience targeting capabilities through Acast, this new offering is now available in each of Acast’s 15 markets worldwide.
References:
1. Acast – [https://www.acast.com/]
2. Proximic by Comscore – [https://www.comscore.com/]
3. Nasdaq – [https://www.nasdaq.com/market-activity/stocks/acast.st]
https://podnews.net/press-release/acast-proximic-comscore