Cumulus Media has announced Cumulus Podcast Network will now provide brand suitability and safety measurement across the Cumulus Podcast Network through Barometer.
Barometer provides brand-suitability measurement and contextual targeting unique to the podcast space. The team built an AI engine to analyze podcast content and report on content suitability based on the GARM (Global Alliance for Responsible Media) framework as well as contextual targets in alignment with the IAB content taxonomy 3.0.
Marketers and media agencies are now able to review podcasts to ensure they meet their brand’s safety and suitability standards. Brands are also able to monitor their ad-buys during and after the campaigns to ensure their standards are being upheld.
“We are proud to provide Barometer’s transparency and accountability to the marketplace,” said David Cohn, Senior Vice President, Sales and Digital Partnerships at Cumulus Media’s Westwood One. “Brand marketers now represent 61% of U.S. podcast revenue. Advertisers deserve a brand-suitability solution that is designed for the unique attributes of podcast content rather than the legacy systems that were designed for display and online video.”
“Podcast ad revenue continues to grow exponentially as the medium is proving effective for a variety of marketing objectives,” said Lauren Russo, EVP Managing Partner, Innovation & Performance Audio, at Horizon Media, “With new brands investing in podcasting monthly, there is growing need for third-party podcast brand safety and suitability tools to ensure the brands we represent are showing up in safe environments. Horizon carefully develops media plans / buys in accordance with industry and platform brand safety and suitability standards adhering to client marketing priorities and objectives.”
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