News Summary
AdTonos and NumberEight have partnered to revolutionize targeted advertising in digital audio. By combining AdTonos’s ad-serving technology with NumberEight’s ID-less audience solutions, they address challenges such as fragmented listening habits and privacy regulations. This collaboration seeks to enhance campaign effectiveness while respecting consumer privacy, reshaping the audio advertising landscape.
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AdTonos and NumberEight have joined forces to enhance targeted advertising in the evolving landscape of digital audio, including podcasts and mobile audio platforms. This collaboration merges AdTonos‘ advanced ad-serving technology with NumberEight‘s innovative ID-less audience solutions, allowing advertisers to execute campaigns that are compliant with privacy regulations across a fragmented audio environment.
The audio advertising industry is currently grappling with several challenges, such as fragmented listening habits among consumers, a decrease in addressable inventories, and the phasing out of traditional data signals that rely on identifiable user information. As regulatory frameworks tighten, many advertisers are being forced to explore privacy-conscious alternatives to gather audience insights without infringing on consumer privacy rights.
Advertisers are increasingly seeking a centralized point of access to inventory, which can enhance overall campaign performance while simplifying tracking and management processes. Traditional data platforms, which heavily depend on personally identifiable information, are becoming less effective and accurate due to changing regulatory landscapes. These factors highlight the urgent need for innovative solutions that respect user privacy while providing valuable audience insights.
AdTonos, recognized for its extensive inventory that includes tens of thousands of podcast episodes, live radio broadcasts, and music streaming channels, is poised to play a significant role in this new advertising landscape. The partnership with NumberEight leverages its ID-less solution that utilizes anonymized audience data combined with machine learning technologies. This approach allows for detailed audience insights without compromising the privacy of individual users.
As a result of this collaboration, the industry is shifting focus from household-level data traditionally used in advertising to individual-level insights. This transition ensures that audience segmentation and targeting are more personalized and effective while maintaining adherence to privacy standards. The advancements brought forth by this partnership signify a noteworthy moment in the realm of audio advertising, facilitating more direct and meaningful engagement between advertisers and listeners.
Leaders from both companies emphasize the importance of this partnership. Abhishek Sen, CEO and co-founder of NumberEight, points to the collaboration’s role in making audio ads more addressable and easier for advertisers to implement. On the other hand, Michal Marcinik, CEO of AdTonos, outlines that their strategic relationships with various podcast platforms and native audio content providers are instrumental in the success of this initiative.
Furthermore, AdTonos has established itself as a front-runner in prioritizing privacy, having been the first audio platform to adopt the IAB Transparency Consent Framework. This commitment reinforces that their advertising solutions are not only effective but also align with the evolving privacy standards expected by consumers and regulators alike.
The partnership between AdTonos and NumberEight sets a new benchmark for effectiveness and privacy in audio advertising. It reflects a growing trend within the marketing industry to prioritize consumer privacy without sacrificing ad performance. Companies operating within this space will likely look to this collaboration as a case study in successfully marrying innovative technology with responsible advertising practices.
As both companies continue to develop this partnership, the landscape of targeted advertising in podcasts and digital audio is poised for significant transformation. Advertisers now have the opportunity to engage with audiences more meaningfully while navigating an ever-complex regulatory environment.
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Additional Resources
- ExchangeWire: Maximise Reach & Privacy for Podcast & Mobile Audio Advertising with AdTonos & NumberEight
- Wikipedia: Podcast
- ExchangeWire: NumberEight & Odeeo Partner to Enhance In-Game Audio Advertising
- Google Search: audio advertising
- CityBeat: Walk the Moon Release Song of the Summer Candidate
- Google Scholar: audio ads
- Broward Palm Beach: Review – Love, Gilda
- Encyclopedia Britannica: audio advertising
