Spotify, IAS Team Up on Brand Safety Solution for Podcasting

Media agency UM Worldwide will participate in testing

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Spotify and Integral Ad Science said Wednesday that they will team up to provide brand safety transparency through a tool for podcast advertisers, with the streaming platform calling it an industry-first brand safety solution in audio.

According to both companies, the solution will use Spotify’s first-party data and will be verified by IAS’ analysis solutions that adopt the Global Alliance for Responsible Media’s categories and guidelines like tackling hate speech and bullying.

Media agency UM Worldwide will be the first holding company to participate in the process for advertiser feedback, according to Spotify.

Spotify global head of advertising revenue innovation Julie Clark said the partnership will give advertisers confidence that “their messages are heard in the right place, while further validating” contextual targeting solutions already in use.



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