With the phasing out of third-party cookies, contextual advertising is becoming even more important as a way to target ads without relying on personal data. This article will explore the future of contextual advertising in a cookieless world. This includes the challenges and opportunities this presents for advertisers, publishers, and consumers. Advantages of Contextual Advertising Forms of advertising that use third-party cookies to track consumer behavior across the web have been prevalent online. However, with the decline of third-party cookies, advertisers are now looking to contextual ad ..read more

Programmatic advertising in audio is an emerging technology that has been gaining popularity over the past couple of years. This type of advertising is becoming increasingly popular because it offers a number of benefits to both advertisers and publishers. In this article, we will explore the benefits of programmatic audio advertising in more detail. What is Programmatic Advertising? Programmatic advertising is a digital advertising method that uses automated systems to buy and sell ad inventory. It uses data and algorithms to automate the buying, placement, and optimization of digital ads ac ..read more

Audio advertising, or advertising that is delivered through an audio medium such as radio, podcasts, or streaming services, has been a staple of the advertising industry for decades. Despite the rise of visual mediums, such as social media and television, audio and podcast advertising remain a powerful tool for businesses to reach their target audiences. In this article, we will explore why audio advertising is so effective and how it can be utilized. Advantages of Audio Advertising Audio advertising has multiple distinct advantages over other forms of media. These advantages provide powerful ..read more

Protecting your brand’s reputation and ensuring brand safety has never been more critical. Businesses can be scorned or boycotted by consumers and the media for seemingly inappropriate views, actions, behavior, or associations, so it’s vital that audiences always view your brand in a positive light.  While you might safeguard your reputation on social media, you should also protect your name when advertising on digital audio platforms. For example, placing an ad in a show or episode perceived as controversial or morally unacceptable could cause a backlash and prevent consumers from purch ..read more

Audiences are the main component to any advertising campaign. Modeling out the right audience for a campaign is vital. But it can also be complex and exhausting for advertisers to navigate. This data-driven approach for identifying and targeting audiences is an invaluable technique to understand and harness. In this article, we will explore the concept of modeled audiences, as well as the use of AI and ML in modeling audiences, and the different types of models used in advertising. What Is Audience Modeling? Audience modeling is the data driven approach to identifying and categorizing groups ..read more

Advertising frequency is a critically vital component of any advertising campaign, but it can be difficult to measure and to optimize. Advertisers often find it difficult to find the sweet spot where they show the ad frequently enough to resonate with the audience without showing it so many times that the audience gets annoyed. In this blog post, we’ll take a deep dive into frequency in advertising and how you can harness its power to optimize campaign effectiveness. What is frequency in advertising? Ad frequency is the average number of times that someone experiences an ad variation like an ..read more

Digital Audio has seen a meteoric rise in adoption, engagement, and groundbreaking innovations over the last few years that has propelled the medium to the forefront of mainstream media attention. While audio has become a safe haven for younger generations to escape the visual overload of other mediums, it has also become a feeding ground for advertising and investment dollars to continue reaching new forms of engagement and audience connection.  The past several years of digital audio development have been heavily targeted towards publisher tools and measurement technologies. These tech ..read more

Podcasting and digital audio has grown at an astounding rate over the last several years. It is now a very large part of the media landscape. With the rise in adoption of digital audio comes a wave of new technologies to support this booming medium. This past year (2022) welcomed a plethora of groundbreaking audio innovation that has pushed digital audio and podcasts past their traditional boundaries and limitations. This review article is centered around measurement technologies, audio simulation and voice manipulation, as well as new ad formats for enhanced listener experiences in different ..read more

Did you know that incremental lift is one of the most valuable metrics in advertising? It refers to the increase in sales, conversions, or other key performance indicators (KPIs) that result from a specific marketing effort.  For example, if a company pays for an ad at the beginning of a podcast episode to drive traffic to a website and someone visits their website after listening to it. The incremental lift — or incrementality — in this context is the website visit that resulted from the ad placement in the podcast episode.  There’s much more to incremental lift in audio advertisin ..read more

Incorporating audio data and technology into advertising platforms makes it easier for companies to invest in podcast and audio advertising and get more value from those investments. It’s that simple! However, many platforms don’t specialize in audio offerings, resulting in an untapped market that savvy advertisers can now leverage. Learn about the benefits of integrating audio data with an ad platform through a data partner like Backtracks for more successful marketing outcomes. Advertising Platforms and Exchanges Here’s a quick definition of an advertising platform: It’s a space that allows ..read more