Frequency unveils enhanced contextual targeting solution for podcast ads with Barometer

Frequency partners with Barometer to offer clients the next generation of contextual targeting designed for podcast ads, powering 1:1 connections with podcast listeners. 

New York, NY – May 14, 2024Frequency, the leader in workflow automation and ad management for audio, announces its partnership with Barometer, the only independent brand suitability and contextual targeting solution for podcast advertising. The combined offering provides the creative tools and targeting to deliver contextually relevant ad creative to make 1:1 connections with podcast listeners. 

With the addition of Barometer’s Brand Suitability and Contextual Targeting to Frequency’s Audio Ad Management Platform, advertisers gain enhanced capabilities for curating the ideal context to reach listeners. Powered by AI, Barometer scans, analyzes, and categorizes podcasts at the show and episode level. Contextual segments are created and made available to advertisers for targeting based on categories, such as host gender, content category, genre, keywords, topic sentiment, and brand safety. 

The integration will enable Frequency clients to activate Barometer’s targeting with ease. Once contextual segments are selected and aligned with creative, ads are delivered using VAST tags across any audio publisher. Results down to the segment and creative level provide insights into the performance by content and context, facilitating data-driven optimizations to improve ROI. 

“Barometer’s bottom-up, episodic contextual analysis enables a new level of contextual targeting that was not possible before,” says Tamara Zubatiy, CEO and Co-Founder of Barometer. “In the absence of this analysis, the status quo was relying on genre categories or even show descriptions.”

“Context is king in podcast advertising, and our partnership will enable any advertiser or publisher to deliver the right creative to a listener based on the content they’re listening to,” says Pete Jimison, CEO of Frequency. “Frequency will make it easy for podcast networks to run variations of host-read ads that align with the content of the episode. It’s an exciting evolution for dynamic ad insertion technology to make creative more relevant without limiting audience reach.” 

Interested in learning more? Visit or contact

About Frequency

Frequency® has created the next generation of ad management for the audio industry, providing workflow automation and targeted delivery in one innovative platform. With Frequency, audio networks can increase revenue opportunities, reduce manual operations, and improve ad experiences. The world’s top audio publishers and advertisers use Frequency’s enterprise solutions to centralize campaigns and personalize podcast, radio, and streaming ads. Serving 5B+ ad impressions a month, Frequency is the chosen software for audio operations efficiency and growth. For more information, visit

About Barometer

Barometer® is an AI-powered omnichannel contextual engine with best in class brand safety, suitability and contextual targeting solutions for podcast advertising. Our patent-pending, AI Brand Integrity Cloud uses natural language processing to analyze multi-modal content based on industry standard taxonomies including the IAB Content Taxonomy 3.0 for contextual targeting, the Global Advertisers for Responsible Media’s (GARM) Brand Safety Floor and Suitability Framework as well as custom taxonomies. Trained on over a million hours of user-generated, our innovative solutions drive radical transparency across the UGC ecosystem building trust between the supply and demand sides to usher in a new era of scale and maturity in UGC advertising. For more information, visit

Media contact: Suzy Schultz,

Sign up for the newsletter