Compared to established channels like TV and radio, podcasting is a relatively young medium, and advertisers are still figuring out how best to engage with it. Brand safety and suitability are particularly important concerns - ensuring that a company’s adverts aren’t appearing next to content that doesn’t align with their values or target audience. A number of tools have sprung up to address this challenge, many using AI analysis and contextual targeting to give brands and agencies more insight into the placement of their creative.

Barometer is one of the fastest-growing companies in this space, having signed a number of partnerships with major networks and platforms in the past year. This week, PodPod spoke to Barometer CEO Tamara Zubatiy about the company’s approach to brand safety, why metrics are more important than ever, and how brand marketing may be set to overtake performance marketing in podcasting.

Hosted by Rhianna Dhillon and produced by Ollie Peart for Haymarket Business Media.

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