Sonnant launches podcast directory for advertisers in partnership with Podcast Db

Directory to provide advertisers with brand-safe podcast content

Data-powered monetisation platform Sonnant has partnered with podcast database Podcast Db to launch a podcast advertising directory where advertisers and brands can find contextual brand-safe content

With this directory, brands and advertisers can run more efficient programmatic advertising campaigns by targeting their specified audience through selecting a topic or phrase, rather than just the title of the show. The directory will be accessible to all brands and advertisers, both big and small, that are interested in podcast advertising.

“We have spoken with advertisers and brands all over the world. They want to spend money in audio, and podcasting in particular as a complementary, essential marketing channel,” said Sonnant CEO Tony Simmons. “But big shows are sold out, or too expensive, smaller shows (or the long tail) are too abundant and hard to strike deals with each show. So, that money isn’t realised in the audio industry. Collectively, we will provide advertisers, of all shapes and sizes, a seat at the table.”

“We built PodcastDb to be the definitive podcast database focused on making industry professionals’ lives easier,” said Podcast Db founder George Lejnine. “Our partnership with Sonnant will supercharge agency workflows. Advertisers will be able to seamlessly find and buy into far more relevant podcasts. In turn, podcasters will be able to turn a hobby into a profitable business.”

The directory leverages technology from Sonnant’s platform, which uses AI and ML to transform broadcast, podcast, radio, and streaming audio into data, and Podcast Db’s database of podcasts, which contains information on over 2.6 million podcasts. 

“This dynamic fusion of Sonnant and PodcastDb heralds a new era for the podcasting industry, where innovation and collaboration converge to redefine the advertising landscape,” said Podcast Db CEO Miguel Gonzalez. “This partnership empowers hosts with audiences of all sizes to streamline revenue generating opportunities. Additionally, it empowers advertisers to amplify their impact, with a more targeted approach. We believe this is the North Star of the podcast advertising ecosystem.”

Brand safety and suitability is an increasing concern for advertisers that want to invest in podcasts, and a number of other platforms have already implemented solutions to help them reach their targeted audiences. This includes podcast hosting platform Libsyn which just launched its Predictive Contextual Targeting, allowing them to target specific audience demographics with increased precision and at scale, based on their content preferences.

SXM Media, the advertising arm of Sirius XM Holdings, also announced two new partnerships with programmatic ad buying platform The Trade Desk and cybersecurity company HUMAN to provide enhanced third-party measurement tools and brand safety solutions which detect bots and invalid traffic.