• by Ray Schultz , December 19, 2024

The Trade Desk is the first company to integrate Barometer's AI-powered contextual targeting engine and its brand-safety features that support programmatic audio advertising.

The new Barometer solution enables advertisers to utilize pre-bid targeting in their podcast buys for the first time, the company says.

The goal is to make the podcast space more accessible and trustworthy for advertisers by providing actionable insights that enable them to align their brand values with the right content,” says Tamara Zubatiy Nelson, chief executive officer at Barometer. 

Barometer is now fully integrated as a targeting solution in The Trade Desk and advertisers are using it in beta.

Up to now, podcasting has lagged other programmatic channels in advancing controls over where and how ads are showing up,” says Bob Hunt, senior director, audio at the Omnicom Media Group agency Hearts & Science. 

Hunt adds, "Brands have a right to control where and how their ads are showing up – this is the core premise behind Omnicom Media Group’s Council on Standards and Accountability in Advertising (CASA) that has advanced adjacency controls across social, CTV, SSP, and retail media environments.”  

SiriusXM Media has offered a programmatic podcast tool with inventory transparency “down to the show and episode level since its inception,” says Jeremy Randol, vice president of programmatic sales strategy at SiriusXM Media. “Our long-term collaboration and joint commitment with both The Trade Desk and Barometer has allowed podcast brand suitability to move from post-campaign measurement to pre-bid buy side curation in a matter of months.”