Podchaser - the podcast industry’s intelligence engine - today announced  the launch of Predictive Demographics, an industry-first predictive language modeling capability that allows advertisers to refine their podcast audience targeting even further. Through Predictive Demographics, Podchaser uses AI, as opposed to first-party data, to analyze the language spoken within a podcast to predict the age and gender of its likely audience.  

Marketers rely on important demographics data, like age and gender, to reach the right audiences for their brand message. In recent years, many marketers have begun using first-party data to collect these insights. However, according to Nielsen’s Annual Marketing Report, more than half (56%) of brands said they are “below average,” “average,” or “average at best” when it comes to actually using first-party data. There are a variety of reasons why marketers are challenged to appropriately use first-party data, including siloed data collections across organizations and complex regulations across different states and countries they may operate and have consumer bases in. 

Podchaser has solved these challenges with Predictive Demographics by supplying advertisers with demographic data for more than five million podcasts around the world. Now, instead of marketers struggling to apply their own data collections, Podchaser’s AI-driven predictive language modeling accurately predicts the podcasts with the right audiences for their campaign goals.

“What this means in short is more comprehensive targeting for advertisers than ever before, and smart, deep demographic coverage for our database of more than five million podcasts,” said Bradley Davis, CEO at Podchaser. “We’re making it possible for advertisers to unlock value from podcasts through an audience-first approach and to ultimately discover podcasts with untapped advertising potential. This in turn helps more podcasters generate more revenue - a win for all.”

The feature enhances the company’s Podchaser Pro tier and is an expansion of its Collections+ targeting capability that launched earlier this year. As a groundbreaking AI-powered tool, Collections+,allows advertisers to enhance their targeting capabilities and discover new podcasts that reach their target audiences. 

Since launch, partner Acast has utilized Collections+ technology to power campaigns for over 500 clients across 14 markets and monetize 10% more shows.

Collections+ - now featuring Predictive Demographics - is available for any podcast host, publisher, ad platform, or interested advertiser. Please contact cole@podchaser for more information.