Proximic Adds Integrations as Podcast Audiences Grow

In a move it says helps align audio measurement with that of display, video and CTV, Comscore's Proximic has announced integrations across major streaming and podcast platforms Spotify, SiriusXM, Triton Digital, Acast and Libysn; giving advertisers new targeting and activation options.

Comscore says podcasts are 'becoming part of people's weekly routines, especially among 25-34 year olds,' but that 'investment has lagged consumer engagement due to a lack of tools for relevance, suitability and accountability.'

Proximic's expanded audio offering goes beyond broad genre tags and demographic proxies to analyze podcast and streaming content at the transcript level, allowing advertisers to align campaigns with the actual topics and context of specific episodes, not just the podcast show's broader themes. The firm says episode-level brand safety and suitability classifications not only allow more relevant ad placements but also brand protection 'grounded in what's being said in an individual recording.'

'Brands recognize that podcasts are having a cultural moment,' states Proximic's Head of Partnerships Jessica Trainor. 'By delivering transcript-level intelligence based on what is actually being said during an episode, Proximic is helping advertisers invest with confidence and reach listeners in the moments and environments that matter.'

Sherene Hilal, Chief Ad Product and Technology Officer, SiriusXM and AdsWizz says audio advertising's rapid scale-up reflects that of the infrastructure around it, 'from premium inventory and programmatic activation to audience targeting, measurement and brand suitability.' John Rosso, President and CEO of Triton Digital says podcasting is a very high engagement media environment, and 'advertisers increasingly want to make it a more meaningful part of their plans, but the medium is highly fragmented.'

The measurement company, which appears to have quietly changed its logo (new one shown), is online at www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.