SiriusXM and Comscore Expand Agreement, Bringing Predictive Audience Targeting to Podcasts

SiriusXM and Comscore today announced an expanded agreement, bringing Comscore Predictive Audiences to clients across both AdsWizz and SXM Media. Building upon Comscore’s existing work with AdsWizz on brand safety and suitability, the new expanded agreement brings Comscore’s audience targeting to publishers and marketers across AdsWizz’s podcast ecosystem, with SXM Media to come later in 2022.

Predictive Audiences is the industry’s first cookie-free targeting capability that enables advertisers to reach audiences developed from an initial set of privacy-compliant consumer data attributes tied to cross-platform content consumption patterns. These audiences are expanded when transcription technology matches attributes to granular content for better contextual targeting and advertiser reach. Leveraging Comscore’s global opt-in panels publishers and marketers will now have access to hundreds of audiences available for podcasts. Now, advertisers can target their audio advertisements to consumer audiences based on their TV and streaming consumption, gaming habits, life stage, CPG purchase behaviors, and more, across AdsWizz’s podcast ecosystem, with SXM Media to come later in 2022.

“With podcast consumption skyrocketing and the regulatory environment still very fluid, it’s critical to give advertisers the ability to develop privacy-forward and future-proof audience targeting on podcasts,” said Rachel Gantz, General Manager, Activation Services, Comscore. “Our expanded agreement with AdsWizz and SXM Media means that advertisers now have even better tools to ensure their advertising is appearing in podcast content aligning with their campaign KPIs, while also giving podcast content producers a more sophisticated offering to help better monetize their content.”

“Across the SiriusXM ad platform and technology group, we are committed to embracing the future of audio with technology that puts consumers first, offering privacy-conscious solutions to give our listeners the best experience and our marketers and publishers the best results,” said Maria Breza, Vice President of Data Operations & Ad Quality Measurement at SXM Media and AdsWizz. “From AudioID to our newly-expanded relationship with Comscore, we’re taking the audio marketplace and supercharging it with the technology and insights needed for advertisers to effectively reach their target audiences in podcasts at scale.”

“As longtime collaborators with AdsWizz, we are thrilled to have Comscore Predictive Audiences added to our stable of capabilities. Innovative tools and technology such as this are what allow us to offer brands ways to run campaigns and support NPR’s essential journalism that give them more control over where their message will appear,” said Brett Robinson, Senior Vice President of Ad Operations at National Public Media.