CHATTANOOGA, Tenn. — April 11, 2023 — Barometer, an AI company that specializes in brand suitability and contextual targeting technology for digital audio, today announced a partnership with Katz Digital, Katz Media Group’s digital division. Through this exciting partnership, Barometer is providing Katz Digital with access to its premium brand-suitability & contextual targeting insights at scale, paving the way for the leading media company to effectively reach the right audio audiences at the right moment, within the right contexts.
As larger brands start investing more in podcast advertising, they demand the same brand suitability and targeting capabilities they’ve come to expect in other digital advertising channels. However, according to data from the IAB’s 2021 Revenue Report, fewer than 44% of publishers use brand safety solutions, and fewer than 33% of podcast publishers, utilize podcast brand suitability solutions. This alarming gap represents an opportunity to build advertiser confidence in the channel through consistent third-party solutions that are consistent across publishers.
Barometer’s advanced offerings provide Katz Digital with an ultra-precise and effective way to deliver the most effective podcast-based media plans while ensuring brand suitability standards across the vast Katz Digital premium podcast inventory.
“We are thrilled to be partnering with Barometer, a leader in brand suitability and safety technology, to advance Podcasting,” said Scott Porretti, President of Katz Digital. “This capability, coupled with the hyper-engaging content produced by our partners, will provide confidence to the buying community that will accelerate growth within the marketplace.”
A leader in Digital Audio Streaming, Podcasting, and Programmatic Sales reach, Katz Digital has a massive reach with 230+ Million listeners, 250,000+ Podcasts, and 5,000+ Audio Streams. The wide reach of Katz Digital combined with the Barometer offering will bring a brand-safe environment to this growing and increasingly fragmented landscape.
“With so much emphasis on a small number of podcasts, we are missing out on maximizing both revenue and audience reach within the Podcasting industry,” said Tamara Zubatiy co-founder & CEO of Barometer. “Katz Digital has enormous reach and is investing in providing data for the scope and the size of their network, opening up more targeted access to the broader podcast industry.”
Barometer uses natural language processing to create risk profiles for podcasts based on the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework and Media roundtable values. The tool makes it easy for audio advertisers to plan values-driven ad buys, supports transparency in the space, and empowers context-based advertising. http://www.thebarometer.co