Adswizz partners NumberEight enabling targeted privacy-compliant ads

Digital audio advertising leader Adswizz and behavioural intelligence platform NumberEight have partnered to help advertisers reach target audiences with privacy-compliant ads.

This comes as traditional identity signals become less scalable with platforms and regulations filtering out device identifiers, so there is a real need for innovative solutions in podcast advertising.

The partnership intends to redefine how advertisers connect with podcast audiences by enhancing podcast advertising capabilities through cutting-edge, ID-less data and behavioural intelligence.

Traditional podcast advertising relies heavily on IP-based or authenticated traffic data, leading to privacy challenges and limitations in demographic accuracy.

While IP addresses can match household-level data, they are unreliable for individual-specific insights, such as age or gender.

NumberEight changes this through a privacy-first, ID-less model using anonymised contextual data from RSS feeds and machine learning to provide precise demographic insights without compromising personal privacy.

“As privacy standards evolve, our partnership with NumberEight allows us to redefine how advertisers connect with audiences – balancing precision and privacy,” says Anne Frisbie, SVP of Global Business Development at AdsWizz. “This collaboration sets a new standard for improved audience engagement in podcast advertising.”

Benefits to focusing on anonymised contextual data versus IP-based data:

• Enhanced campaign impact and precision while maintaining privacy when reaching new podcast audiences for advertisers
• Integrated demographic data to increase monetisation and the value of podcasts across platforms for publishers and inventory sellers
• More appealing inventory and demographic insights that lead to increases in programmatic sales for podcast networks

Abhishek Sen, CEO & Co-Founder at NumberEight says: “Podcast advertising has been notoriously difficult for a long time – platform fragmentation, lack of reliable and scalable targeting data, privacy regulations, and more.

“This partnership with AdsWizz finally tilts this balance by leveraging the latest in cross-domain AI to give advertisers the ability to deliver highly personalised messages while upholding the highest standards of privacy and compliance.”