iHeartMedia and Sounder Partner to Bring Brand Safety to Audio

The tool is 90% accurate in identifying brand safety categories, based on the IAB's classification

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Identifying brand safety red flags in audio—in an automated way—is an ongoing challenge that is partly preventing more ad dollars from flowing into the medium.

To that end, media company iHeartMedia has partnered with intelligence company Sounder to make the latter’s brand safety rating tool available to advertisers looking to buy audio ads across the media company’s podcast network, iHeartPodcast Network.

“The next clear tool that this media needs is the brand safety tools that we are used to in other digital media,” said iHeartMedia Digital Audio Group’s chief executive officer Conal Byrne.



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