Spotify and Integral Ad Science have announced a new partnership to establish a third-party brand safety solution for podcast advertisers. 

The companies will embark on a rigorous analysis to help the industry understand the tools and resources necessary to effectively deliver brand safety in podcasting and digital audio writ large. 

Ultimately, the firms intend to create the industry’s first third-party brand safety and suitability reporting tool to bring more transparency and confidence to podcast advertising. 

Global media agency UM Worldwide will be part of the learning and development process as the first holding company to test this solution, ensuring that the voice and needs of advertisers are considered from the outset.

Read more on Mediashotz.