Comscore announced integrations across leading streaming and podcast platforms Spotify, SiriusXM, Triton Digital, Acast, and Libysn. Utilizing Proximic by Comscore’s transcript-level intelligence, advertisers can now activate brand-safety solutions and AI-powered Predictive Audiences bringing audio closer to the targeting precision on par with display, video, and CTV.
With podcasts becoming part of people’s weekly routines, especially among 25-34 year olds, who have the highest engagement at 45% tuning in each week*, audio is increasingly representing a larger part of omnichannel media plans. Yet investment has lagged consumer engagement due to a lack of tools for relevance, suitability, and accountability, making it more difficult to evaluate and activate with the same consistency as other programmatic channels.
Proximic’s expanded audio offering helps to close that gap by moving beyond broad genre tags and demographic proxies to analyze podcast and streaming content at the transcript level. This capability allows advertisers to align campaigns with the actual topics and context of specific episodes, not just the podcast show’s broader themes. Using episode-level brand safety and suitability classifications creates opportunities for more relevant ad placements and brand protection grounded in what’s being said in an individual recording.
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“Brands recognize that podcasts are having a cultural moment,” said Jessica Trainor, Head of Partnerships, Proximic by Comscore. “By delivering transcript-level intelligence based on what is actually being said during an episode, Proximic is helping advertisers invest with confidence and reach listeners in the moments and environments that matter.”
“Audio advertising is scaling quickly because the infrastructure around it is rapidly developing – from premium inventory and programmatic activation to audience targeting, measurement and brand suitability,” said Sherene Hilal, Chief Ad Product and Technology Officer, SiriusXM and AdsWizz. “SiriusXM Media and AdsWizz were early supporters of Proximic by Comscore’s audio capabilities, validating the value of these tools with advertisers and platform customers from the start. By bringing the rich signal from transcript-level intelligence to a global platform integration, we give buyers even more context, control and confidence as they activate across tens of millions of premium podcast episodes globally.”
“Podcast advertising isn’t just an afterthought anymore; it’s a core buy,” said Valerie Reimer, SVP Business Development & Strategic Partnerships at Acast. “By bringing Proximic by Comscore’s transcript-level intelligence to Acast, we’re giving advertisers the granular control they’ve been asking for. It allows brands to activate across our inventory with the absolute contextual confidence they’ve come to expect.”
“Podcasting is a very high engagement media environment, and advertisers increasingly want to make it a more meaningful part of their plans,” said John Rosso, President and CEO, Triton Digital. “But the medium is highly fragmented, and buyers need better ways to identify the right content and context for their message. Triton is pleased to enable Comscore’s transcript-level intelligence, helping advertisers bring greater precision, relevance and confidence to their audio investments.”
SOURCE: Comscore