Integral Ad Science, a leading global media measurement and optimization platform, announced with Spotify the launch of new Brand Safety and Suitability Features, including Targeting and Measurement, for podcast advertisers on the Spotify Audience Network in the U.S.
“This partnership between IAS and Spotify represents a pivotal step forward in providing podcast advertisers with the control and confidence that their messages will resonate with intended audiences,” said Lisa Utzschneider, CEO of IAS. “Brands connect with consumers across diverse formats, and IAS is committed to driving omnichannel media quality. IAS’s industry-first solution with Spotify demonstrates our dedication to ensuring advertisers can safeguard and scale their brands across all media.”
Powered by best-in-class AI-driven technology, IAS classifies each podcast episode for actionable brand safety and suitability control at scale. These solutions arrive at a time when U.S. podcast advertising revenue is expected to surpass $3 billion in 2027. As podcast advertising matures, audio brand safety and suitability solutions are essential for optimizing spend, driving ROI, and safeguarding brand reputation.
As part of this launch, new features and functionalities will be available for advertisers across the Spotify Audience Network, including:
- Podcast Episode Level Accuracy: IAS’s AI-driven Multimedia Technology combines speech-to-text signals to classify audio content in 90+ languages at scale in the U.S., and provides classification at the podcast episode level for brand safety measurement.
- Tailored Brand Safety and Suitability Targeting: Advertisers can set their preferred risk tolerance within the Spotify Audience Network, ensuring their ads appear alongside content that aligns with their brand values, as scored by IAS.
- Pre-Bid Classification: IAS validates dynamically inserted podcast ad placements with daily, campaign-level reporting to ensure impressions appear next to brand suitable podcast content. Classification happens pre-bid and is aligned to industry standard categories with four custom Spotify Brand Suitability Targeting tiers tailored to advertisers’ unique risk tolerance.
- Expansive Reach: Advertising inventory runs across any and all podcast apps where consumers play a Spotify Audience Network enabled-podcast. Measurement and Targeting run on Podcasts only—the Spotify Audience Network is 100% only podcast inventory.
“Our goal is to raise the bar on digital audio brand safety, and by partnering with IAS, we’ve established a much requested brand safety solution for podcasts,” said Chloe Wix, Global Head of Product and Commercial Growth at Spotify. “Together, we’ll ensure that we can deliver increased transparency and greater control for advertisers to connect with fans in our trusted environment.”
This partnership expands IAS’s innovative product suite, which also includes granular Viewability and Invalid Traffic reporting, available for video and display inventory, across in-app desktop and mobile devices. Currently available for the U.S., with support in 90+ languages, IAS brand safety and suitability solutions analyze speech-to-text signals at the podcast episode level to classify content for podcast advertisers on Spotify at scale. By enabling advertisers to target and measure for brand suitability, IAS reaffirms its commitment to maintaining strict standards in digital ad measurement across all media.
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