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August 15, 2024:
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Libsyn has partnered with Barometer to provide continuous verification of brand safety and suitability for every podcast in Libsyn’s marketplace.
August 7, 2024:
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Data that Podnews published a year ago suggested that some brand safety tools incorrectly categorise Black-hosted podcasts as risky, because of a lack of nuance and cultural understanding. Today, Barometer and DCP have partnered to create the Black Podcast Coalition - a collective of influential Black networks and shows. Shows will be tracked and certified for brand safety. The group suggests that these shows “are actually more suitable and less potentially risky than the average show in the Edison top 50.”
July 16, 2024:
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SoundStack and Barometer have partnered to provide SoundStack customers with curated collections of targeted shows for purchase.
July 9, 2024:
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Barometer and Audiohook have launched an enhanced brand suitability tool. It should result in less inventory being discarded.
May 16, 2024:
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Ad management company Flightpath has partnered with Barometer, a brand suitability service.
May 14, 2024:
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Ad management company Frequency has partnered with Barometer, a brand suitability and contextual targeting service.
April 11, 2024:
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Think one mention of murder in your true crime podcast means no monetisation? Not necessarily. Barometer and Sonnant have worked on a project to offer advertisers suitably separated ad placements, allowing them to reach your audience while avoiding unwanted alignment with the gory bits. The tool uses a contextual engine to set midrolls and other ad placements at a safe distance.
February 21, 2024:
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The first Arabic podcast brand safety and suitability tool has been launched by Next Broadcast Media and Barometer. It is Barometer’s first offering in Arabic, and brings transparency and brand suitability to podcasting in the Middle East.
February 2, 2024:
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Podcasters got 45% more pitches from PR firms in 2023 than a year ago, according to new research. We’re responding less, though, according to The Propel Media Barometer, which also says that journalists only bother responding to 3.15% of the pitches they receive. We feel a bit better now.
January 18, 2024:
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In August, Podnews covered a report that podcasts from Black creators were being unfairly marked as not brand-safe. Today, news of a partnership between brand suitability and safety company Barometer and the ALIVE Podcast Network which has analysed its content using Barometer’s contextual analysis engine to discover high brand suitability standards, enabling better monetisation.
October 26, 2023:
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A news publisher has taken Newsguard, a content rating and 'misinformation' service, to court, saying it incorrectly marked the publisher as "disinformation". Newsguard launched a podcast ratings service in May, and works with Barometer for misinformation detection.
September 28, 2023:
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AdLarge announced a partnership with Barometer to "uphold" brand safety and suitability.
September 8, 2023:
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SiriusXM, Barometer and ArtsAI have launched a brand suitability and safety tool that gives reporting mid-campaign, so advertisers can optimise during a campaign. The tool is based on AB Daily, which was announced in May.
July 26, 2023:
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Journalists only respond to less than 3% of all pitches they receive, says a pitch for a story sent to us by Propel. However, podcasters open 73% of the pitches they receive, says the data - and journalists like pitches about podcasts, with over five times the response rate to the average pitch.
May 16, 2023:
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Barometer and ArtsAI announced a partnership product: AB Daily "delivers daily, in-campaign show & episode-level suitability monitoring on where ads are running on podcasts. AB Daily also provides analysis and reporting on whether the podcasts’ episodes align with the specific brand’s safety and suitability standards".
May 9, 2023:
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Barometer has announced a partnership with NewsGuard to detect misinformation in podcast episodes. The tool uses NewsGuard's research to help AI detection of episodes that are "likely" to contain false narratives.
May 3, 2023:
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Barometer and Audiohook have partnered to offer media buyers brand suitability and contextual targeting at scale.
December 16, 2022:
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The last Podnews Weekly Review for this year is an epic - more than two hours, including interviews with Barometer, Oxford Road, the Podcast Index and Ad Aures, and 2023 predictions and 2022 highlights from 12 different podcast folk. Sponsored by Buzzsprout, it's available now.
December 15, 2022:
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Exclusive: Podnews will publish a free monthly listing of podcast content scores that all advertisers can reference. It's part of an announcement from Barometer and Oxford Road, who have rolled out two new brand safety and suitability solutions for audio advertisers.
November 23, 2022:
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In this week's New Media Show, Todd Cochrane calls on advertisers to "grow some", and rails against companies offering services like "ad safety" and brand suitability. Gratifyingly, both Todd and Rob quote Podnews's current title sponsor, Barometer, as a company offering this service. Advertising in Podnews works!
August 4, 2022:
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Meanwhile in Europe, audiences aged 15-24 consume twice as much news via podcasts than the average, according to new data from Eurobarometer quoted in The Fix.
March 11, 2022:
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Barometer and Oxford Road have launched a tool to help advertisers understand what content is in the podcasts they're considering advertising in. The tool allows advertisers to filter podcast shows and episodes that do not align with their brand values and safety requirements; and also monitors for positive messages, like tolerance.