Spotify has collaborated with Integral Ad Science (IAS) to develop a podcast brand safety framework. The system will be the first of its type in a digital universe where visual safety safeguards now exist but audio does not.
The system employs episode-level transcription technology to assist advertisers in excluding themes that are incompatible with their brand.
According to Spotify.
As podcasts have expanded from a niche to a mainstream medium, so has the demand for consistent, well-established brand safety principles and technologies, Spotify writes in a blog post. Ad income from podcasts topped $1 billion in 2021 and is expected to nearly treble to more than $4 billion by 2024.
Recognizing audio safety.
Spotify and IAS will begin initiatives to assist the audio industry in understanding what tools and resources are required to provide brand protection.
They will also provide reporting tools to provide marketers with better insight into where their advertisements are being heard.
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The new technology will be driven by Spotify’s first-party data and validated by IAS’ independent analytical tools, which follow the principles of the Global Alliance for Responsible Media (GARM). Spotify stated last year that they were the first audio partner to join GARM, contributing to the definition of audio brand safety.
Prospective timeline. There is no word yet on when the new safety solutions will launch. You can read the announcement here.
Why do we care? Advertisers desire to control in an automated world. The initiatives of Spotify and IAS aim to bring transparency into the platform and brand safety, beginning with third-party podcasts in the audience network.