WideOrbit Acquires Castfire For On-Demand Monetization

WideOrbit, which provides advertising management software for media companies, is bolstering its monetization capabilities with the acquisition of Castfire, which maintains a video and audio publishing platform for on-demand media and supports a range of monetization options.

The company will integrate Castfire’s publishing service with its own Abacast Clarity platform, acquired in June of this year, which specializes in streaming, live and on-demand advertising insertion and other monetization techniques for digital radio.

The integrated services will provide the ability to target and insert advertisements based on criteria including device, geographic location, and dayparts, among others, giving digital audio and video broadcasters, streaming radio providers, and podcasters options for managing and monetizing both on-demand content and live streams.

WideOrbit founder and CEO Eric R. Mathewson stated: “Interest in on-demand content is skyrocketing, especially for podcasts. In response, we acquired the market-leading technology for managing and monetizing on-demand content.”

It’s been a busy year in digital audio advertising, with the launch of a number of new partnerships and products.

In September, Triton Digital unveiled its Triton Advertising Platform, intended to help digital audio publishers monetize their audiences for both live and on-demand streaming audio. The new service’s features offers a creative manager, allowing publishers to manage audio, video and banners synced with audio, including creation of customer banner sizes in addition to IAB standards.

Back in July, iHeartMedia -- formerly Clear Channel Media and Entertainment -- announced it was partnering with AdsWizz, an advertising technology company, to develop a new method to insert targeted audio ads in live broadcast radio streams. The new system enables advertisers to target listeners based on their user profiles, listening preferences, location, demographic and psychographic criteria and devices. Advertisers will also be able to create custom segments using listener data.

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