Frequency launches new monetization channel for podcast advertising

Audio technology company Frequency has unveiled its new Premium Publisher Network (PPN), a monetization channel for podcast advertising designed to combine the authenticity of host-read advertisements with programmatic efficiency. The announcement, made three days ago on March 28, establishes a new infrastructure for connecting advertisers with podcast creator networks at scale.

The audio advertising sector continues to evolve as podcast consumption increases globally. Frequency's new offering aims to address several technical challenges that have limited the growth potential of host-read advertisements across podcast networks.

According to Pete Jimison, CEO of Frequency, the company has developed workflow tools that streamline the direct sales process for networks. "Now with this automation enabled, we believe we can open up host-read ads as a buying opportunity for more advertisers," said Jimison.

The technical architecture behind the Premium Publisher Network connects Frequency's existing workflow automation tools to a newly created inventory reservation system. This integration creates a seamless process for vetting, booking, and producing advertisements across multiple creator networks.

A key technical distinction separates Frequency's approach from traditional programmatic audio advertising. Rather than utilizing VAST (Video Ad Serving Template) tags for delivery—the standard method for most programmatic audio—Frequency has established direct connections into publisher operations systems. This direct integration allows for more sophisticated management of inventory and creative assets across multiple platforms.

The system has been engineered to support diverse ad formats, including:

• Dynamically-inserted audio advertisements
• Embedded advertisements on YouTube
• Other emerging advertisement formats

The technical design enables podcast networks to access inventory that might otherwise remain unsold, while potentially generating higher CPM (cost per thousand impressions) rates than standard programmatic advertisements.

Partnership with DAX US expands reach

To accelerate market adoption, Frequency has formed a strategic partnership with DAX US, the digital advertising exchange founded by Global. The two companies have collaborated since 2019, when they began leveraging Frequency's ad management tools to deliver personalized advertising campaigns.

Brian Conlan, President of DAX US, highlighted the technical challenges the new system addresses: "The scale of the podcasting ecosystem can make host-read ad campaigns challenging for advertisers," said Conlan. He added that Frequency's innovation "will allow us to expand our offering and provide even more unique advertising solutions for some of the largest audio buyers in the country."

DAX US connects advertisers with more than 108 million U.S. listeners across various audio platforms, including music, radio, podcasts, and mobile games. The partnership potentially provides Frequency's PPN with immediate access to a substantial audience base and established advertising relationships.

Technical capabilities and workflow improvements

The core technological components of Frequency's Premium Publisher Network include:

1. End-to-end workflow automation tools
2. Inventory reservation system
3. Publisher operations integration
4. Multi-platform creative management
5. Dynamic host-read advertisement capabilities

Previous implementations of Frequency's technology have demonstrated significant efficiency improvements. According to company data from a case study with Audacy, Frequency's podcast vetting automation delivered a 3x increase in efficiency.

Danny Kutrick, Senior Director of Podcast Operations & Traffic, described the impact: "A 3x more efficient vetting process is a huge advantage. We're responding faster and minimizing human error. Our ad ops team, talent, and agency partners are happier and less frustrated too."

Another case study with Talent/Global demonstrated a 48-hour reduction in response times and increased proposal volumes through workflow automation.

Technological foundations and company background

Frequency was founded in 2017 with a focus on audio advertising technology. The company has built its platform on several core technological capabilities:

• Workflow automation for streamlining communication and processes
• Ad management tools for creative development and delivery
• Targeting capabilities utilizing more than 35 data signals
• Integration tools for managing advertisement production across networks

The company's technical leadership includes Pete Jimison as CEO, Flint Barrow as Principal Engineer, Jared Bray as Lead Engineer, and Andrew Lee handling Product & Design. Investors include firms such as SCA, Hatchery, and Quake.

Market implications for publishers and advertisers

For podcast publishers and creator networks, the Premium Publisher Network introduces several significant changes:

1. Potential revenue increases through higher CPMs on previously unsold inventory
2. New lead generation opportunities with advertisers who might later engage in more comprehensive sponsorship agreements
3. Workflow efficiencies through automation of vetting, booking, and production processes
4. Support for diverse ad formats across multiple platforms

Advertisers gain access to:

1. Host-read advertisement capabilities at greater scale than previously possible
2. Simplified execution of campaigns across multiple podcast networks
3. Integration with existing personalized ad campaigns
4. Potential performance improvements through the authenticity of host-read content

This development carries particular significance for marketing professionals operating in the audio and podcast space. The introduction of the Premium Publisher Network addresses several longstanding technical limitations that have constrained the growth of host-read advertisements at scale.

Marketing teams have historically faced challenges when attempting to execute host-read campaigns across multiple podcast networks simultaneously. The fragmentation of the podcasting landscape has required individual negotiations, varied production processes, and inconsistent measurement standards.

Frequency's technology potentially standardizes these elements, creating a more unified approach to host-read advertisement buying across networks. This standardization could simplify budget allocation decisions and campaign planning for marketing departments.

For brands that have historically focused on traditional programmatic audio due to scale requirements, the PPN might open opportunities to leverage the higher engagement rates typically associated with host-read content while maintaining necessary reach metrics.

The direct integration with publisher operations also addresses technical concerns regarding advertisement delivery and tracking that have complicated previous attempts to scale host-read content. By bypassing the limitations of VAST tags, Frequency's system may provide more reliable delivery and enhanced reporting capabilities.

Industry context and market positioning

Frequency's Premium Publisher Network enters a podcast advertising market that has seen accelerating growth but also increasing competition among technology providers. The company's focus on bridging host-read quality with programmatic efficiency positions it distinctly from pure programmatic platforms and traditional direct sales approaches.

The current podcast advertising landscape features several technical approaches:

1. Direct sales of host-read advertisements (high quality, limited scale)
2. Programmatic insertions using dynamic ad insertion (high scale, limited personalization)
3. Hybrid approaches attempting to combine elements of both

Frequency's technology appears to occupy the hybrid category but with greater emphasis on maintaining the quality aspects of host-read content while adding programmatic-like scale capabilities.

The company's established relationships with major audio publishers including Audacy, SCA, and Wondery provide an existing foundation of industry adoption that may facilitate quicker market penetration for the new offering.

Timeline of Frequency's development

• 2017: Frequency founded with focus on audio advertising technology
• 2019: Partnership with DAX US begins, implementing personalized ad campaigns
• 2025 (March 28): Launch of Premium Publisher Network announced
• 2025 (March 31): Industry begins evaluating market implications of the new offering

The announcement of the Premium Publisher Network represents a significant milestone in Frequency's development as a company and potentially in the broader evolution of podcast advertising technology.