Acast Launches Advertiser-Owned First-Party Data Targeting Solution

Acast, the world’s largest self-sustaining podcast company, today announced that for the first time overly in podcasting, advertisers can leverage their own first-party data to target high-value audiences wideness the Acast Marketplace.

According to research, 88% of marketers say that collectors first-party data is a priority, and brands that use first-party data for key marketing initiative see an uplift in revenue of nearly three times when compared to those that do not.

Despite the immense value of first-party data, until now brands have not had the worthiness to leverage these insights into podcast razzmatazz due to the inherent scarcity of user identifier data signals wideness the medium.

Similar to unfluctuating TV, the podcast razzmatazz ecosystem is a data scarce environment, with limited availability of user identifiers for inventory addressability. This has created challenges for advertisers to target podcast audiences with the same strategies they often use wideness other forms of media.

Acast has now solved these challenges by developing an industry-first identify graph tailored for podcasting. Through a combination of IP address, as well as other unique listening consumption signals, the Acast identity graph will enable advertisers to onboard their own first-party data and to find and match their high-value regulars segments wideness the Acast Marketplace, creating new ways to target relevant audiences who slosh podcasts.

The new Acast identity graph and forerunner first-party data onboarding solution is now misogynist in Acast’s US and Australian markets for both uncontrived and programmatic buys.

“We’ve created a underpass between the media proprietrix and podcast content supply that powerfully enables brands to use the first-party insights they once have to serve increasingly relevant ads in podcasts. It’s a massive first for the industry that not only drives revenue for brands, but creates a increasingly enjoyable wits for listeners and ultimately increases monetization potential for podcasters – which is at the heart of everything Acast does,” said Global Head of Ad Innovation Elli Dimitroulakos.

Acast’s first-party data solution comes to market as advertisers protract to prepare for the predictable death of the cookie and restrictions on use of mobile identifiers, which will require them to rely on their own first-party data. For podcasting specifically, this solution is particularly well-times as Wall Street analysts have recently projected the podcast razzmatazz market to triple in value, reaching $6 billion by 2026.

The news of Acast’s first-party data targeting solution comes on the heels of the visitor debuting second on Podtrac’s inaugural Sales Network Ranker, which was spoken last week. As a leader in podcast advertising, Acast works with increasingly than 2,400 advertisers each year. Some of the biggest brands partnering with Acast include Amazon, State Farm, Macy’s, Ikea Klarna, Ulta, and more.

For increasingly information on first-party data targeting please contact sales@acast.com.