A new monetisation channel for podcast advertising offering curated inventory across leading creator networks has been launched by Frequency.
The Frequency Premium Publisher Network from the workflow automation and ad management company will connect its end-to-end workflow automation tools to its newly created inventory reservation system, making it seamless to vet, book, and produce ads across many creator networks.
Instead of relying on VAST tags for delivery, Frequency will be connected directly into publisher operations for managing inventory and creative across multiple platforms.
This workflow will benefit podcast networks running dynamically inserted ads for audio, embedded ads on Youtube, and other ad formats.
Pete Jimison, CEO of Frequency said: “At Frequency, we built workflow tools to make the direct sales process easier and more efficient for networks. Now with this automation enabled, we believe we can open up host-read ads as a buying opportunity for more advertisers.
“This will bring a higher CPM for existing unfilled inventory while also acting as a lead generator for networks to engage those same advertisers on higher touch show-specific sponsorship opportunities.
“We will see a continued increase in spend on creators, along with a shift from traditional media to new media, so we’re hoping Frequency’s PPN can provide the supporting infrastructure to make podcasting even more accessible and performant.”
To bring this to market, Frequency has partnered with DAX US, the digital advertising exchange founded by Global.
DAX US and Frequency have worked together since 2019, using Frequency’s ad management tools for personalised ad campaigns on behalf of advertisers, including a number of Fortune 500 brands.
These same ad management tools can now be utilised for managing ad campaigns at scale across podcasting, along with new opportunities for dynamic host-read ads.
Brian Conlan, President of DAX US said: “The scale of the podcasting ecosystem can make host-read ad campaigns challenging for advertisers, so I’m thrilled that Frequency has created a new opportunity to deliver that type of premium buy at scale.
“This innovation will allow us to expand our offering and provide even more unique advertising solutions for some of the largest audio buyers in the country.”
