Podcast platform Acast has announced that advertisers will be able to use their first-party data to target audiences across the Acast Marketplace — a world-first in podcasting.
Acast has developed an “industry-first” graph tailored for podcasting. Through a combination of IP address and other listening consumption signals, the Acast identity graph will let advertisers onboard their own first-party data to find and match their audience segments across the Acast Marketplace.
Acast says that the graph will create new ways to target relevant audiences.
It is now available in Acast’s Australian and US markets for direct and programmatic buys.
“For the first time in podcast history, Australian advertisers can effectively use their first-party insights to serve more targeted, relevant and therefore more effective ads to podcast listeners,” said Henrik Isaksson, managing director of Acast Australia.
“Acast is proudly at the forefront of pioneering new ways to enhance listener experience as we drive monetisation opportunities for podcasters – this development is a huge milestone for our industry”.
Acast says that the new solution is particularly pertinent at the moment, given the looming demise of cookies and current restrictions on using mobile identifiers.
