Maximise Reach & Privacy for Podcast & Mobile Audio Advertising with AdTonos & NumberEight
by on 29th May 2025 in News
In a significant step forward for digital audio advertising, AdTonos and NumberEight are thrilled to announce a new partnership that redefines targeted advertising in podcasts and mobile audio.
This collaboration marries AdTonos' unparalleled ad-serving technology, connecting ad buyers with audiences across all devices, with NumberEight's state-of-the-art ID-less audience solutions. The partnership enables advertisers to execute privacy-compliant, highly engaging campaigns across a fragmented audio landscape.
Addressing industry challenges: The audio sector has grappled with fragmented listening habits, dwindling addressable inventories, and the deprecation of traditional data signals. With increasingly strict regulations and platform policies phasing out traditional device identifiers, advertisers urgently seek alternative solutions that maintain campaign efficacy without compromising user privacy.
Why this partnership is a new paramount: Advertisers are looking for a single point of inventory access to reach any audience on every device, as this helps with campaign performance tracking, management, and post-campaign analysis. Traditional data platforms often rely on personally identifiable data signals, including IP addresses, which, in today’s privacy and regulatory-conscious advertising landscape, are simply not sustainable and often fall short in delivering precise data at scale. AdTonos’ inventory of tens of thousands of podcast episodes, live radio, and music streaming channels offers a vast reach on the market, can now leverage NumberEight's innovative ID-less approach, which combines anonymised audience data and advanced machine learning to provide detailed audience insights without encroaching on individual privacy, thus marking a pivotal shift from household-level data to privacy-safe, individual-level insights.
Key partnership advantages: For advertisers, the collaboration between AdTonos and NumberEight offers several critical benefits:
- Global scale: Access an unprecedented scope of audience insights worldwide.
- Privacy-first approach: Prioritise user privacy without sacrificing data quality.
- Simple omnichannel activation: Effortlessly target and activate gaming, mobile, and podcast inventory at scale.
A vision for the future: Abhishek Sen, CEO & co-founder of NumberEight, comments: “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.”
Michal Marcinik, CEO of AdTonos, adds, “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 the 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.”
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