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Spotify is committed to podcast brand integrity

Spotify is committed to podcast brand integrity

Spotify has partnered with Integral Ad Science (IAS) to create the podcast Brand Integrity Framework. This tech

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Spotify has partnered with Integral Ad Science (IAS) to create the podcast Brand Integrity Framework. This technology will be the first across the digital landscape where safety precautions are currently in place for video, but not audio.

The technology uses loop-level copying technology to help advertisers filter out topics that don’t align with their brand.

What does spotify say. In a blog post Spotify adds, “As podcasts have grown from a niche into a major medium, so has the need for consistent, well-established guidelines and techniques for brand integrity.” Podcast advertising revenue exceeded $1 billion in 2021 and is expected to nearly triple to more than $4 billion in 2024.

Understand sound integrity. Spotify and IAS will launch efforts to help the audio industry understand the tools and resources needed to deliver brand security. They will also develop reporting tools aimed at giving advertisers greater transparency about where their ads are being heard.

The new technology will be powered by Spotify’s first-party data and verified by IAS’s independent analysis solutions – which adopt GARM guidelines. Spotify announced last year that it was the first audio partner to join GARM, helping to define the integrity of the audio brand.

Expected schedule. There is no word yet on when the new safety solutions will be released. You can read the ad here.

Why do we care. In the world of automation, advertisers crave control. Spotify and IAS efforts aim to bring transparency into the platform and provide security for brands, starting with third-party podcasts in the audience network.

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About the author

Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.


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