SiriusXM and Comscore’s extended agreement brings Comscore’s Predictive Audiences to AdsWizz’s podcast ecosystem customers, with SXM Media coming later in 2022. Predictive Audiences, a cookie-free targeting capability that allows advertisers to Reach audiences developed from an initial set of privacy-aware consumers data attributes tied to cross-platform content consumption patterns, enable better contextual targeting and advertiser reach.
“Giving advertisers the ability to develop privacy-friendly, future-proof audience targeting on podcasts is critical,” Comscore GM, Activation Services Rachel Gantz said in a statement. “Our expanded deal with AdsWizz and SXM Media means advertisers now have even better tools to ensure their advertising appears in podcast content by aligning with their campaign KPIs, while providing producers with podcast content a more sophisticated offering to help them better monetize their content.”
Maria Breza, VP of Data Operations and Ad Quality Measurement at SXM Media and AdsWizz, added, “We’re taking the audio market and energizing it with the technology and insights advertisers need to effectively reach their target audience in podcasts at scale.”