Acast announces new global partnership

Independent podcast company Acast is teaming up with Proximic by Comscore – a leading provider of audience and content targeting solutions for media activation.

This global partnership will enable cookie-free audience targeting for podcast advertisers around the world.

Acast advertisers can now leverage Proximic by Comscore’s Predictive Audiences capability to reach podcast listeners based on granular consumer behaviour through privacy-friendly contextual signals.

As the global media landscape faces significant signal loss and prepares for the fast approaching deprecation of the third-party cookie, advertisers are being challenged to find solutions that will continue to reach the right audiences with scale and precision.

Predictive Audiences from Proximic by Comscore enables targeting based on behaviours such as personas, TV viewership, gaming habits and retail purchases, but delivered contextually.

“The podcast advertising industry has experienced rapid growth in recent years, but has been challenged to harness its full potential largely because innovations in ad tech still lagged behind more traditional media forms,” says Lee Blickstein, VP Targeting Solutions at Proximic by Comscore.

”With Acast’s global platform, agnostic reach, and Proximic by Comscore’s Predictive Audiences capability, podcast advertising is prepared to continue growing in both scale and efficiency despite the continual loss of access to persistent identifiers.”

Henrik Isaksson, Managing Director Acast AU/NZ, says “Addressibility and measurement is something Australian advertisers and agencies are really passionate about.”

“Partnering with Proximic by Comscore allows us to better identify hard-to-reach audiences in podcasting across Australia and international content creators.”