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SiriusXM and media measurement firm Comscore have agreed to bring the latter’s cookie-free targeting tool, Comscore Predictive Audiences, to the audio company’s podcasts and ad tech podcast ecosystem Adswizz. With more targeting capabilities, the audio company is aiming to increase programmatic podcast ad revenue.
The deal will let marketers target their audio ads at hundreds of audiences on podcasts, based on attributes tied to content consumption, using Comscore’s global opt-in panels and Adswizz’s artificial intelligence contextual categorization engine.
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