SiriusXM introduces AudioID, a way to track audiences on its Pandora and Stitcher apps.
Over the years we have been accustomed to the use of tracking cookies, but as it winds down in usage and with the terms of privacy updated by Apple for its anti-tracking policy advertising revenues have also been affected. Nonetheless, as one door closes, another door does open, and this has prompted the advertising tech fraternity to devise other ways. The newly-born way(s) has been the emergence of SiriusXM, Pandora’s parent company with their introduction of “AudioID” which was rolled out not long ago to identify and track its listening audience across various apps.
Chris Record, Senior Vice President and Head of Ad Product, Technology & Operations at SXM Media & AdsWizz said “We are entering a new era of identity – both in culture and in technology – that defines us not by who we are on paper or the cookies we leave behind, but by our interests and passions. AudioID is a consumer-first, privacy-conscious infrastructure that will deliver our audiences the best experiences and give marketers access to data-driven capabilities like never before”
With SiriusXM positioning itself as “the gateway for marketers to the largest digital audio advertising ecosystem in North America”.
The company has further stated that “AudioID puts content and audiences first, providing an improved consumer experience across multiple platforms and a better way for brands to buy audio advertising”.
The AudioID is developed based on “an algorithm that accepts and matches a variety of consented listener signals and inputs then weighs them accordingly, this new identity solution responds to ad requests by finding or creating unique, anonymized AudioIDs”. The IDs can be tapped into for purposes such as reach, forecasting, frequency capping, advanced first-party targeting, enhanced measurement, and more.
The newly introduced AudioID is based on the following fundamental founding principles:
- Innovative & Additive.
- Flexible & Iterative
- Private & Optional
- Intelligent & Science-Driven
