Media agency UM Worldwide will participate in testing

Spotify and Integral Ad Science said Wednesday that they will team up to provide brand safety transparency through a tool for podcast advertisers, with the streaming platform calling it an industry-first brand safety solution in audio.

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Media agency UM Worldwide will be the first holding company to participate in the process for advertiser feedback, according to Spotify.

Spotify global head of advertising revenue innovation Julie Clark said the partnership will give advertisers confidence that “their messages are heard in the right place, while further validating” contextual targeting solutions already in use. She added that Spotify is rising to the next challenge: brand safety.

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