In a groundbreaking move for digital audio advertising, AdTonos has joined forces with NumberEight to revolutionise targeted advertising in podcasts and mobile audio. This partnership combines NumberEight’s ID-less data tech with AdTonos’ global audio reach to deliver engaging, privacy-safe campaigns across today’s fragmented media landscape.

Solving Today’s Audio Advertising Challenges

The audio advertising industry has faced numerous challenges, including fragmented listening habits, decreasing addressable inventories, and deprecating traditional data signals. As stricter regulations and platform policies eliminate traditional device identifiers, advertisers urgently need alternative solutions that balance campaign effectiveness with user privacy.

The audio industry has long faced challenges such as:

  • Fragmented listening habits
  • Limited addressable inventory
  • Deprecation of third-party identifiers and IP-based tracking

These changes have made it increasingly difficult for advertisers to maintain performance while meeting privacy and compliance demands.

Making audio advertising smarter and future-ready

Traditional data platforms often rely on personally identifiable data signals, such as IP addresses, which are increasingly unsustainable in today’s privacy-conscious landscape. NumberEight’s ID-less approach offers a transformative alternative. It leverages anonymised contextual data and advanced machine learning to provide deep audience insights without compromising individual privacy. This shift moves the industry from household-level data to more precise, individual-specific analytics.

Advanced Technology for Enhanced Advertising

NumberEight’s ID-less data platform integrates anonymised first-party publisher data, app store insights, content metadata, and market trends to create comprehensive audience profiles. Using machine-learning models, this approach allows advertisers to precisely target demographics while ensuring full compliance with evolving privacy regulations. By analysing behaviours, the solution provides precise, actionable demographic insights without relying on IP-based or traditional ID methods, ensuring greater accuracy and compliance with privacy.

Benefits for Advertisers

AdTonos is an ad tech company and programmatic audio platform that transforms digital audio advertising by seamlessly connecting advertisers with publishers. The platform empowers brands to run programmatic campaigns across podcasts, music streaming, live radio, audiobooks, and mobile gaming. With a reach of over 100 million unique listeners worldwide and over 3 billion audio ad playouts per month, AdTonos is driving audio advertising across the US, UK, and beyond.

AdTonos audio inventory at scale with NumberEight’s cutting-edge ID-less data solutions will enable advertisers to target demographics like age or gender in audio programmatic campaigns precisely and with privacy compliance. This partnership and technology integration bring significant advantages for advertisers:

  • Global Reach: Access to expansive audience insights worldwide.
  • Privacy-First Approach: A commitment to user privacy without compromising data quality.
  • Seamless Omnichannel Activation: Easily target gaming, mobile, and podcast audiences at scale.

A Vision for the Future

Michal Marcinik, CEO of AdTonos, commented, “We’ve secured great, strategic partnerships with podcast platforms and other native audio content providers. It was the natural next step for us to make sure we can enrich audience insights and offer standardised post-campaign analytics to our ad buyers. Our collaboration with NumberEight allows us to offer advertisers a way to reach their target audience more effectively without compromising privacy. We’ve been the first audio platform to adopt IAB Transparency Consent Framework, so this partnership not only enhances our platform capabilities but sets a new benchmark for what advertisers can expect from audio campaigns.“

As digital advertising shifts towards a privacy-first model, programmatic audio stands out by relying on contextual and behavioural targeting rather than third-party cookies. With machine learning and AI-powered solutions, platforms can analyse content consumption patterns to infer demographics and interests without invading user privacy.

Abhishek Sen, CEO & Co-Founder of NumberEight, emphasises, “This partnership represents the next step in making audio advertising more addressable and easily activated by advertisers. By combining our ID-less technology with AdTonos’ audio expertise, we are pushing the boundaries of what’s possible in digital audio advertising across various listening channels while ensuring the utmost privacy and compliance standards.“

Addressability in programmatic audio refers to the ability to serve highly relevant and personalised ads to specific listener segments based on data-driven insights. Unlike traditional radio advertising, which relies on broad demographics and mass reach, this approach enables more targeted targeting. Programmatic audio leverages real-time data to target users precisely, maximising engagement and return on investment (ROI).

As digital audio advertising continues to evolve, AdTonos and NumberEight are at the forefront of innovation. Together, they ensure brands can maximise reach while prioritising privacy. Stay ahead of the curve with this groundbreaking partnership.

Find out more here.