DISPLAY ADVERTISING

Backtracks Expands Innovative Offerings - Launches Dynamic Client-side Ad Insertion Capabilities for Podcasts and Audio

Backtracks | January 18, 2022

Backtracks, the world's most advanced platform for end-to-end podcast and audio management, advertising and data analytics, announces today the addition of dynamic client-side ad insertion (CSAI) for audio. This latest offering will provide publishers, advertisers and creators “over the top” ad insertion capabilities by using VAST (video ad serving template, the combined standard in the digital advertising industry for both audio and video advertising) to access ads from multiple servers and destinations, with accurate measurement and analytics provided by Backtracks’ robust and feature-rich platform. The advancement of CSAI in audio and podcasting content adds extra value for marketers, expanding contextual ad and episodic targeting capabilities, the ability to benefit from and extend the advertising ecosystem built around video advertising into audio. Additionally, it allows creators to take advantage of growing demand from advertisers, while having yet another way to increase creator earnings.

This announcement marks the first of multiple innovative product releases from Backtracks to come in early 2022, all aimed at further modernizing the podcasting industry through the development of technology and tools that gives advertisers and publishers greater access to the best fit of content, ads, and audience. Advertiser enthusiasm for podcasting rapidly increased in 2021 as consumer behavior towards spoken audio has evolved and audiences have steadily expanded. IAB projected that podcast advertising revenue would top $1 billion in 2021 and double to $2.2 billion, by 2023. Backtracks is dedicated to continuing to serve this rapidly growing media channel by providing the most advanced infrastructure platform for advertisers and publishers alike.

Our universal approach to audio advertising is the first-of-its-kind. Backtracks is applying the power and flexibility of all the versions of VAST from 2.0 to 4.2 to podcasts, pre-recorded audio, and live audio. By pushing the envelope we are directly solving long standing problems in podcast and audio advertising capabilities and optionality. Host read or spoken ad’s have long been the podcasting norm, and while they have their benefits, there are limitations to the reach and scale for both publishers and advertisers.”

Jonathan Gill, Founder and CEO of Backtracks

Client-side audio ad insertion allows for dynamic and targeted advertising that’s interchangeable by listening context location, time-of-day, episode, content, and more. Similar to experiencing a YouTube ad, but without breaking apart the listening experience in the middle of a sentence, dynamically inserted and contextually relevant ads that are not embedded or baked-in allow for a more satisfying user experience, and additional campaign scale revenue options for advertisers and publishers.

Backtracks’ integrated software platform allows advertisers to find, click and buy podcast ads with confidence and clarity - seamlessly integrating with brands and agencies’ advertising strategies, while harnessing the power of in-depth actionable analytics to know and grow podcast advertising campaign success without the capture and storage of personally identifiable information and cookies. Backtracks allows publishers and creators using the Backtracks Player to monetize their content and control ad placement across shows and episodes on any app, live-stream, over-the-top audio or digital radio with IAB verified metrics and analytics.

2021 was a year of innovation and milestones in the product landscape for the Backtracks platform to deliver unprecedented value to podcast publishers and advertisers. The company made advancements in technologies including; podcast analytics, podcast attribution and conversion tracking, AI insights, machine learning, Backtracks SDKs, Backtracks Player and accessibility tools, interactive audio and head-nod detection in Apple AirPods and supported earbuds, IAB podcast measurement certification for podcast analytics and advertising metrics, and a collaboration with Google Cloud to allow advertisers view their analytics data within Google Data Studio.

In 2022, Backtracks will continue to invest heavily in further development of existing and new product offerings across its infrastructure and data platform. Its continued innovation in audio technology is aimed at advancing the industry and continuing to help podcasters and audio partners around the world better measure, monetize, and advertise in audio and podcasting.

About Backtracks
Backtracks is the leading technology infrastructure platform for end-to-end podcast management, advertising and data analytics. Through a product suite of turnkey tools and data analytics solutions, the company provides the technology for publishers, brands and advertisers to gain greater insights for engaging, reaching and understanding their target audiences while delivering a superior listening experience to their listeners. Founded in 2016 by engineers Jonathan Gill and Kevin Wright, Backtracks is on a mission to modernize the podcast medium by providing podcasters and advertisers with the tools to measure, discover and monetize their content and data. The company empowers thousands of podcasts and audio partners, including Wondery, This American Life, McKinsey & Company, RANE, Samsung, Mediahuis, OECD, The Memphis Grizzlies, and NASA.

Spotlight

The present Comparative Study provides for results of the work performed and the relevant findings within the project "Political advertising and media campaign during the pre-election period", commissioned by the OSCE Mission to Montenegro, under the project number 2700395. As required in the Terms of Reference, this Study represents a part of the project "Support to Media Institutions, Information Pluralism, Freedom of Media and Safety of Journalists in Montenegro". The aim of the Comparative Study is to assist the Agency for Electronic Media in improving the legal framework by producing a comparative analysis of the legal frameworks in seven OSCE and Western Balkan region countries related to the political advertising and media campaign during the pre-election period. The final objective of the project is to improve the quality of the media legal framework regulating political advertising.

Spotlight

The present Comparative Study provides for results of the work performed and the relevant findings within the project "Political advertising and media campaign during the pre-election period", commissioned by the OSCE Mission to Montenegro, under the project number 2700395. As required in the Terms of Reference, this Study represents a part of the project "Support to Media Institutions, Information Pluralism, Freedom of Media and Safety of Journalists in Montenegro". The aim of the Comparative Study is to assist the Agency for Electronic Media in improving the legal framework by producing a comparative analysis of the legal frameworks in seven OSCE and Western Balkan region countries related to the political advertising and media campaign during the pre-election period. The final objective of the project is to improve the quality of the media legal framework regulating political advertising.

Related News

ADVERTISER PLATFORMS

Another Veteran CEO Puzzled by Elon Musk’s Plan for Twitter

Twitter, Tesla | May 31, 2022

Yet another veteran CEO is unsure about what Elon Musk wants to do with Twitter if he manages to close the deal for the popular social media platform. “I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell “I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell told Yahoo Finance Live at the World Economic Forum. He talked about what would happen if Musk made Twitter less reliant on ad revenue. “I didn’t quite follow the logic there,” Sorrell said. “But of course, if you have… a free speech network platform, clients are very worried about brand safety and having their advertising positioned against controversial content. So it will make advertisers more concerned about a platform that is more open and less controlled or less editorially controlled than it should be.” Sorrell thinks that Twitter’s ad business is at risk even if Musk decides to move away from ad revenue because the platform would be more open to controversial voices. Musk aims to quintuple Twitter’s sales to $26.4 billion by 2028 with the help of 931 million users once he pushes a subscription model. This information comes from a pitch deck seen by the New York Times. Twitter might bring in $1.3 billion from a not-yet-released payments business by 2028, a gigantic jump from $15 million in 2023, as a result of Musk’s plan. Musk also wants to have 11,072 employees at Twitter by 2025 compared to approximately 7500 employees today.

Read More

AD NETWORKS

Apple Leaves Advertisers Shocked

Apple | June 13, 2022

When Apple revealed iOS 16 last week at its developer conference, the marketing world was anticipating a data cut-off coming from iPhones, meaning mobile advertising would no longer remain the same for iPhone users. However, Apple shocked advertisers and marketers alike by not introducing any data cut-offs. “We were expecting the same announcement,” said Andrew Casale, CEO of Index Exchange, the programmatic ad marketplace. “We were expecting the same announcement,” said Andrew Casale, CEO of Index Exchange, the programmatic ad marketplace. Mobile marketers were expecting Apple to expand its anti-tracking feature on iPhones, but the company appeared more reserved at the Worldwide Developer Conference. Advertisers think that Apple might be feeling the pressure from companies voicing their dissent about the company’s tactics. Meta had recently slammed Apple for its anti-tracking grievances. Apple has never clearly addressed the issues in the advertising ecosystem full of publishers, developers, third-party ad tech vendors, and businesses that advertise. “There’s been a lot of collateral damage, where privacy was more expensive than [Apple] thought,” said Rabah Rahil, chief marketing officer at Triple Whale, an e-commerce mobile marketing platform. “It’s one thing to put privacy first when everyone’s rich, but it’s another thing when people are going through really challenging times and economic headwinds.” Rahil has been working with thousands of small and medium-size merchants on Shopify, merchants that use mobile app marketing to grow. He thinks they are struggling because of Apple’s advertising changes. Apple has made it hard for apps and publishers to get direct information on their audience unless the person gives direct permission. However, IP addresses have brought some solace to marketers so they can keep measuring their ad campaigns, which ad placements were effective and which audience to target. Most marketers think Apple changed how it delivers it anti-tracking notices. It may still prevent data-sharing. It could make options like Private Relay, one of the last vestiges of tracking, more available.

Read More

ADVERTISER PLATFORMS

Musk Puts the Twitter Takeover On Hold

Twitter | May 17, 2022

Elon Musk, the richest man in the world, has put a halt on his acquisition of Twitter due to recent announcements from the company about the prevalence of spam and bot accounts on the platform. Nearly two weeks ago, Twitter released a report which stated that fake accounts on the platform made up less than 5 percent of daily users. The information lacked rigidity to support the claims, and it seemed flexible in its assessment, which became a turn-off for Musk.On this premise, Musk tweeted, "Twitter deal temporarily on hold pending details supporting calculation that spam/fake accounts do indeed represent less than 5% of users" Twitter also hinted at taking this report with a pinch of salt, as it stated, "The actual number of false or spam accounts could be higher than we have estimated. We are continually seeking to improve our ability to estimate the total number of spam accounts" Musk claims himself as a "free speech absolutist and offered $44billion to takeover twitter on April 25th. Musk's purchase was expected to lead to a renewed focus on personal verification and a crackdown on bot accounts. To verify a user's identity on Twitter, Tesla CEO Elon Musk wants them to go through a more rigorous process than simply providing an email or phone number. This would prevent the prevalence of spambots on the platform, and the authorities will be able to act on the violators of the speech laws. Twitter's stock was initially down more than 20% in pre-market trade following the announcement, but the stock regained slightly. In his second tweet, Musk stated that he is "still committed to acquisition" two hours after his first one.

Read More