PRX sales organisation to monetise TED’s podcast content

Newly-expanded partnership will see Soundrise as official ad partner

PRX’s sales organisation Soundrise is set to become the official advertising representative for conference organiser TED’s stable of podcasts, the two organisations have announced, under the terms of a newly-expanded partnership agreement.

The publicly-funded media operation was already responsible for distributing podcasts from the TED Audio Collective, which includes a range of shows including TED Talks Daily, Body Stuff with Dr. Jen Gunter, and The Redemption Of Jar Jar Binks, via its Dovetail platform, but will now also sell ad campaigns and sponsorship across the network. 

“As we continue to grow and refine the TED Audio Collective to connect curious listeners to a wide range of ideas, hosts, and new content, we are thrilled to expand our longtime partnership with PRX. This collaboration will allow our brand partners increased access to our robust collection of podcasts and ad formats,” said Laura Beyer, senior director of partnerships for TED.

TED’s internal partnerships team will continue to offer multi-platform campaigns to clients across the organisation’s wider ecosystem, including video, social channels and the company’s conferences, while Soundrise will manage the selling of pure-play audio opportunities.

“Listeners everywhere look to TED for the inspiration, ideas, and knowledge that defines their programming. We’re proud of our longtime partnership with TED and to now deepen it by representing the entire network’s podcasts,” said PRX CEO Kerri Hoffman.

Soundrise also handles monetisation opportunities for a range of “mission-driven” podcasts, including all of the podcasts from PRX and its subsidiary network Radiotopia. PRX itself recently announced a new partnership with audio company Sonic Union to provide services to companies seeking to create their own branded podcasts.