SoundStack, a leading independent audio-as-a-service (AaaS) company, has announced a significant partnership with Barometer, the only independent brand suitability and contextual targeting solution for podcast advertising. This collaboration introduces curated "supply packs" in SoundStack Marketplace, aimed at helping buy-side partners connect with their target audiences more effectively.

1. New Partnership Overview

• Strategic Alliance: Collaboration between SoundStack and Barometer to enhance podcast ad targeting.
• Curated "Supply Packs": Buy-side partners can now access curated podcast shows that align with their advertising goals.
• Podcast Movement Panel: Joint presentation at Podcast Movement this August, moderated by Flightpath CEO Sean Howard.

2. Barometer’s Role and Benefits

• Transparent Supply Data: Barometer provides data that enhances the SoundStack Marketplace’s ad exchange capabilities.
• Contextual Segmentation: Data categorizes podcasts by host gender, content category, genre, keywords, topic sentiment, and brand safety.
• Improved Ad Targeting: Enhanced options for demand partners to find the most relevant podcast content.

3. SoundStack Marketplace Features

• Large Inventory: Access to over 14,000 publisher partners and six billion monthly global audio ad opportunities.
• Tech-Agnostic Platform: Barrier-free ad trading for better results across demand partners, tech platforms, and audio publishers.
• Reach Extension Campaigns: Effective ad campaigns with curated podcast content.

4. MOSAIC Initiative

• Supporting Diversity: SoundStack's involvement in the MOSAIC initiative to connect advertisers with diverse podcasts.
• Increased Ad Revenue: Categorization with Barometer data aims to help diverse podcasters earn more from their content.

The partnership between SoundStack and Barometer marks a major step forward in podcast advertising. By combining SoundStack’s extensive audio ad marketplace with Barometer’s detailed contextual targeting data, this collaboration offers advertisers more effective ways to reach their audiences and supports diverse podcasters in earning more ad revenue. The upcoming panel at Podcast Movement will further explore these advancements and their impact on the future of podcast advertising.