AdLarge, Flightpath, and Sounder announce podcast adtech partnership

Companies to integrate offerings for brand-safe and targeted advertising

Ad sales company AdLarge has partnered with brand safety and contextual intelligence solution Sounder and ad inventory management platform Flightpath, combining their individual offerings to improve podcast advertising campaigns for brands and agencies, the company has announced. 

Sounder and Flightpath previously announced a partnership in August this year, which allows publishers and brands using Sounder’s contextual targeting solution to access Flightpath’s forecasting tools, including a nine-month view that can help publishers predict and prevent oversold inventory and campaign under-performance. With this partnership and integration, AdLarge will now be able to make Flightpath’s Sales Availability Dashboard accessible to its clients. 

“We are committed to providing the most effective and brand-suitable advertising options to our clients,” said AdLarge senior vice president of revenue operations and digital sales Ilwira Marciszek. “Our partnership with Flightpath and Sounder is yet another way we are bringing to market tools that create innovative and unmatched solutions, transparency and continue to build trust within the entire process of podcast ad sales.” 

“This collaboration marks a significant milestone in the world of advertising,” added Sounder vice president of sales and client success Brittany Hall, “offering advertisers unprecedented control, precision, and efficiency in their campaigns, the same way they can in other mediums like display and video.” 

By integrating Flightpath and Sounder’s forecasting tools, AdLarge aims to simplify the advertising process for brands and publishers, making it more efficient for them to plan advertising campaigns. Other highlights from the integration include being able to target contextually-relevant and brand-suitable inventory from AdLarge’s full catalogue. 

“AdLarge is a proven leader in the industry,” said Flightpath CEO and founder Sean Howard. “By bringing together two complementary partners like Sounder and Flightpath, we can work together to create significant value for the agencies and brands that AdLarge serves.” 

AdLarge Media already has an existing relationship with Flightpath through the digital accelerator programme that it launched in June this year, designed to help podcasters maximise their revenue. With the programme, AdLarge helps partnered creators connect with third-party platforms, in addition to providing them with tools and guidance, which includes Flightpath and others like Barometer and YouTube.