ART19 will use Veritone’s aiWARE to run cognitive analysis and topical extraction on publisher podcasts that are part of ART19's targeted ad sales platform.
The deal will make it possible for ART19's advertising partners to target ads based on the content of an individual podcast episode."ART19 knows podcast advertising works. And advertisers know that ads can be incredibly successful if they're reaching the right listeners at the right time," said Lex Friedman, chief revenue officer at ART19. "By adding aiWARE to our platform, we're empowering buyers to target ads to consumers based on the content of the episode they're listening to. Listeners appreciate contextual and relevant ads — and that means they pay more attention to them."
ART19 will integrate aiWARE's transcription and topic analysis capabilities from Veritone to enhance its targeted marketplace. The ART19 sales team will then be able to place contextually relevant advertisements within the podcast based on its subject matter.
Programmatic digital audio ad serving generally allows advertisers to reach users based on a combination of targetable attributes derived from first-party and third-party user data (such as ZIP code, age, gender, device ID, or internet browsing behaviour). ART19 will use aiWARE to identify the topics discussed in a podcast episode, enabling the digital audio ad server to target or exclude ads based not only on who is listening to the content, but on the topical taxonomy of that content.
Now, for example, a firm can target ads to be played in podcast episodes that are discussing personal finance and are being listened to by 25- to 34-year-olds. Conversely, aiWARE can also support brand safety use cases, in which an advertiser requests that its ads be excluded from any podcast episodes that discuss controversial topics.
"We're always looking for powerful tools that benefit everyone in our ecosystem to keep pushing podcasting forward — for publishers, advertisers and listeners alike," Friedman added. "aiWARE will lead to contextually relevant ads, which will serve publishers well in terms of revenue; yield great results for advertisers; and provide listeners with ads that feel native, custom, and in line with their interests."
