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SXM Media—the advertising revenue org for SiriusXM, Pandora, and Stitcher—is rolling out its latest audio ad-tech tool today: AudioID.
AudioID is a “first-to-market listener-identity solution offering marketers new avenues to reach, target, and connect with consumers at scale,” according to SXM Media.
Translation: The company says ads on SiriusXM, Pandora, and Stitcher will be better targeted, less repetitive, and more data-driven.
The level of targeting depends on how much information users are willing to share. For instance, in order for SXM Media to access info like mobile ad IDs, email addresses, ages, and genders, users must have already opted in, or consent to share those details with SiriusXM, Pandora, or Stitcher, according to Maria Breza, SXM Media’s VP of audience data operations and ad quality measurement.
Level up: By analyzing types of content—like cooking or sports podcasts—users who have previously opted in are consuming, the AudioID algorithm can make educated assumptions about other users listening to the same kinds of content, even if they haven’t agreed to share certain personal details.
“We can start to use those content signals to tie back into what kinds of people we think are listening,” Breza told Marketing Brew. “It doesn’t require consent—because we don’t know for sure—but we have done some scientific research, we’ve made sure it’s statistically significant, and for the people that we know are listening to this particular podcast, we know these attributes about them, so we can be pretty sure that the other people listening to that content would have similar attributes.”
+1: AudioID tracks listeners across SXM Media’s platforms in order to avoid “broken experiences such as repetitive ads across different publishers,” Andrei Petrus, director of product management for AdsWizz, the platform that powers AudioID, told us.—AM