Audioboom (BOOM) , the global podcast company, on Wednesday announced an advertising technology partnership with Voxnest, Inc to develop a scalable podcast advertising system that can quickly deliver ads to Audioboom’s investnroy of podcasts.
Voxnest is a leading b2b technology provider, having now worked with Audioboom for several months to move its advertising technologies forward and optimise podcast revenue.
Voxnest's advertising tool seamlessly connects to Audioboom's platform and enables shows with endorsements or live reads to be delivered at scale, targeted to location, or delivered against a show's archive.
Live reads are similar to endorsements in that they are advertisements delivered natively within the content and fabric of a podcast.
Lance Paterson, Audioboom's VP of Research, commented: "With this development we have a system that's fast, scalable, cost-efficient, easy to operate and fully adapted for both dynamic host endorsements and spot advertising sales.”
“It also comes with a highly effective Yield Ops system to connect our podcast inventory directly to major advertising partners, and a full suite of APIs that simplifies expansion and future development of our ad-serving capabilities.”
Lance said that Audioboom plans to develop a “class-leading metrics systems and a number of other technical advances."
Commenting on Voxnest’s technology he said it provided “robust tools to manage host endorsement campaigns but could also maximise the ad fill rate and optimise yield by combining priority, price competition and backfill for the thousands of shows which utilise their distribution platform."
The company said the technology will also deliver advertising across the entire network of podcast partners, connecting to ad-networks and programmatic exchanges to maximise ad fill.
Franceso Baschieri, President at Voxnest, said: "Our goal is to create advertising technologies that allow businesses to capitalise on all their new and archived content and unsold ad spots with our easy programmatic exchange integrations. We're thrilled to use our knowledge to work alongside a company like Audioboom, which is always encouraging innovation in the audio space."
Running up to the partnership announcement, insiders at Audioboom have been buying up shares in the company over the past month.
Michael Tobin OBE, non-executive Chairman now holding a 1.2% interest in the company, and Nicholas Candy holding over 26% of the company. Nicholas Candy is closely related to company insider Steven Smith (Non-Executive Director).
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