Nielsen in Podcast Audience Targeting 'First'

Nielsen has partnered with podcasting company Panoply Media to introduce audience targeting to podcasting for what the firms claim is the first time.

Panoply will use Nielsen's data management platform (DMP) as a driver for its Megaphone Targeted Marketplace, which is used to publish, monetize and measure podcasts. Nielsen will provide Panoply with advanced consumer insights and audience segmentation, enabling its advertising partners to tailor their messages to specific podcast audiences.

Using the Nielsen DMP, Panoply can anonymously connect listeners to all their devices and their households; and offer a wide spectrum of Nielsen audience data that reveals listener interests; demo-, geo- and psychographics; the media they consume, and their online and mobile behavior. In addition, Panoply will use Nielsen's purchase-based audience data, and advertisers can segment and target podcast listening audiences across a wide range of shows, across all podcasting apps, including Apple Podcasts and other third-party podcast apps.

Jason Cox (pictured), Panoply's CTO, explains: 'Apple will soon be providing an unprecedented look at the behavior of podcast listeners, including when they skip ads and stop listening to episodes. That makes our work with Nielsen a crucial tool for creators and advertisers. The Panoply Megaphone Targeted Marketplace will now be able to build detailed, anonymized profiles of listeners across a wide range of shows. Finally, podcasters have real clarity into who's listening'.

Web sites: www.nielsen.com and www.panoply.fm .