Cumulus Media will use services from Barometer to provide “brand sustainability and safety measurement” for its Cumulus Podcast Network.
The goal is to support advertiser confidence through third-party brand-safety measurement. The announcement was made by Barometer CEO Tamara Zubatiy and Cumulus Media/Westwood One SVP of Sales and Digital Partnerships David Cohn.
Atlanta-based Barometer uses an AI engine to analyze podcast content and report on suitability based on the Global Alliance for Responsible Media framework as well as contextual targets based on a taxonomy from the Internet Advertising Bureau.
“Marketers and media agencies are now able to review podcasts to ensure they meet their brand’s safety and suitability standards,” it said in its announcement. “Brands are also able to monitor their ad-buys during and after the campaigns to ensure their standards are being upheld.”
Cohn said brand marketers now represent 61% of U.S. podcast revenue.
Earlier this year, iHeartMedia announced a brand suitability agreement using the Sounder platform.
[Read the Radio World ebook A“ctionable Business Intelligence for Radio.”]
