NEW YORK, NY / ACCESSWIRE / April 7, 2022 / Privacy-first contextual intelligence platform NumberEight and digital audio advertising platform AdTonos have announced a cross-media partnership aimed at expanding contextual targeting capabilities for audio advertising, including in-game audio advertising.
The world of digital advertising is going through an audio renaissance. The numbers speak for themselves: digital audio accounted for over 11% of daily media consumed by US adults in 2021, which translates to a staggering hour and 34 minutes per day. More than 70% of US adults listened to digital audio content at least once a month in 2020, 91.7% of which occurred on mobile. Notably, 2021 was the first year in which more time was spent listening to digital audio than traditional radio.
With audio consumption on the rise, it’s only natural that brand interest in audio advertising is on the uptake once again. This time, it’s paired with more traditional digital marketing approaches – which come with their own set of challenges. Traditionally, audio advertising heavily relied on contextual targeting, as audio is one of the few formats that is consumed throughout the entire day, yet contextual targeting is not as commonly used or available on digital platforms. As a result of the new privacy regulations (GDPR, Apple’s ATT Privacy Framework, Google Privacy Sandbox), advertisers will find it harder than ever to continue to target audiences the way they have always done.
NumberEight and AdTonos seek to resolve this issue by combining AdTonos’ ability to insert audio ads on any stream with NumberEight’s privacy-first contextual intelligence data. As a result, their combined offering can now deliver mobex (mobile context): live user context and behavioral audiences that allow advertisers to reach relevant audiences across all audio media without the need for personally identifiable information (PII) or advertising IDs. Mobex mitigates the loss of targeting capabilities and reintroduces contextual targeting capabilities into the world of digital audio advertising.
AdTonos VP of Product, Agata Maria Hirche, said: “cross-platform addressability and consumer privacy solutions, allowing to reach measurable audiences at scale, are at the core of building the next generation of the ad tech stack. Our partnership with NumberEight accelerates our innovation rate and targeting capabilities while providing a brand-safe marketplace for advertisers and agencies.”
NumberEight CEO, Abhishek Sen, said: “We’re delighted to be partnering with Michal and his team at AdTonos, who is an absolute pleasure to work with. Audio, as we all know is a unique format since the content is consumed throughout the day, across different devices, in the background and foreground, and now even inside games. We’re very excited to partner with an omnichannel audio partner like AdTonos and help digital audio advertisers take advantage of this massive opportunity to reach relevant audiences in the moments that matter most with our unbiased mobile contextual data without any reliance on PII or identifiers – a very exciting time indeed!”
AdTonos is an audio advertising platform that connects advertisers with publishers. The marketplace offers multiple ad placements from well-known pre-rolls, through to mid-rolls and real-time ad replacement for live streaming. This provides advertisers with vast reach across digital audio channels, while radio stations, podcasters or music streaming services profit from the use of an effective tool that supports them in growing their online advertising revenue.
AdTonos, as the first company in the world real-time interactivity to live radio with its YoursTruly technology created to deliver interactive audio ads. YoursTruly allows advertisers to dynamically insert interactive ads in live radio content and works: on all Echo devices or any smart speaker that has Alexa enabled, on all Google Home devices or any smart speaker that has Google Assistant-enabled, on 100% of mobile phones with Android and Google Assistant turned on, as well it can also work on iPhones or android phones with an active Alexa App.
Brands have, at their fingertips, an easy-to-reach audience of more than 272 million unique online audio listeners from the UK and worldwide and the potential of at least 3 billion ad playouts a month. AdTonos is supported by the UK’s Department of International Trade, helping the company to scale globally, and is a member of IAB UK, IAB Europe and the European Association of Commercial Radios, which represents commercial radio at the European Parliament.
NumberEight solves mobile addressability at scale by giving new life to untapped 1st party data. The company empowers app developers, ad partners, and advertisers to explore the power of mobex (mobile context) to connect with their users in a relevant, impactful, and most importantly, a private way. They do this through our best-in-class mobile AI software, which predicts the live context of a user (e.g., running, commuting) based on mobile device sensors, and then packages them neatly into ID-fewer behavioral audiences (e.g., joggers, frequent shoppers). All computations happen on the device, thus producing a privacy-by-design solution that guarantees a higher regulatory immunity.
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