Maximize Reach and Privacy for Podcast Advertising with AdsWizz and NumberEight
A new partnership between the digital audio advertising leader and the behavioral intelligence platform enables podcast advertisers to run targeted, privacy-compliant campaigns that drive deeper audience engagement across fragmented platforms.
Emma Raz
Oct 24 · 2 min read
In today's digital audio industry, advertisers face mounting challenges due to fragmented consumption habits, shrinking addressable inventory, and increasing limitations on identity signals. As traditional first-party data becomes less scalable and platforms and regulations filter out device identifiers, the need for innovative solutions is more pressing than ever.
To address these challenges, NumberEight and AdsWizz are excited to announce a new partnership to enhance podcast advertising capabilities through cutting-edge, ID-less data and behavioral intelligence. This collaboration will enable advertisers to deliver highly targeted, privacy-compliant ads that significantly improve engagement with podcast audiences.
Why This Partnership Is Game-Changing
Traditional podcast advertising relies heavily on IP-based or authenticated traffic data, leading to privacy challenges and limitations in demographic accuracy. While IP addresses can match household-level data, they are unreliable for individual-specific insights, such as age or gender. NumberEight changes this through a privacy-first, ID-less model using anonymized contextual data and machine learning to provide precise demographic insights without compromising personal privacy.
"As privacy standards evolve, our partnership with NumberEight allows us to redefine how advertisers connect with audiences—balancing precision and privacy," says Anne Frisbie, SVP of Global Business Development at AdsWizz. "This collaboration sets a new standard for improved audience engagement in podcast advertising."
How Technology Enhances Advertising
NumberEight’s solution uses anonymized publisher data and contextual information from RSS feeds, predicting audience demographics without relying on IP-based methods. This privacy-first approach leverages machine learning to safeguard user privacy while providing reliable insights—ensuring that advertisers can effectively reach the right audiences at scale without geographical constraints.
Key Advantages of the Partnership
When building your data collection strategy, there are 3 key considerations that will have a big impact on data quality:
- Advertisers: Tap into new segments with unprecedented scale, boosting campaign effectiveness and precision while maintaining privacy compliance.
- Publishers and Inventory Sellers: Increase monetization by integrating enhanced demographic data, boosting the value of inventory across platforms like AudioMax, AudioServe, and Simplecast.
- Podcast Networks: Boost programmatic sales and make inventory more appealing to advertisers by offering comprehensive demographic insights, all while adhering to strict privacy standards.
NumberEight’s technology is fully integrated with the AdsWizz product suite, including AudioServe Campaign Manager, AudioMatic DSP, AudioMax SSP, and Simplecast Professional. This seamless integration means that podcast content creators, resellers, and advertisers can effortlessly access demographic insights without additional implementation.
Abhishek Sen, CEO & Co-Founder at NumberEight, says: “Podcast advertising has been notoriously difficult for a long time - platform fragmentation, lack of reliable and scalable targeting data, privacy regulations, and more. This partnership with AdsWizz finally tilts this balance by leveraging the latest in cross-domain AI to give advertisers the ability to deliver highly personalized messages while upholding the highest standards of privacy and compliance.”
By avoiding personally identifiable information (PII) and focusing on anonymized contextual data, AdsWizz and NumberEight are setting a new standard for podcast advertising—enabling effective audience targeting while adhering to privacy standards.
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