It’s emerged from bankruptcy, and the Chairwoman of the FCC defended its regulatory review of the plan that makes Soros Fund Management its top equity interest holder. Today, it is business as usual, with less debt, for Audacy Inc. Now, the company that is led by David Field says it is “strengthening” its addressable audience and identity capabilities through a collaboration with Experian.
Specifically, Audacy says it intends to use Experian’s digital identity graph to gain a more comprehensive view of listeners’ digital identifiers.
This, the company says, ultimately enhances the listening experience for its digital audience across the Audacy app and website. “By better understanding its consumers and their preferences, Audacy plans to deliver more relevant content and offer more precise advertising solutions, enabling advertisers to reach specific groups with greater accuracy,” the company says.
Target advertising solutions are crux to the digital dollar flow that broadcast radio seeks to grow. Today, RBR+TVBR regularly hears inserted audio on Audacy streams for Orlando or Miami while in the West Palm Beach market. Furthermore, when connected to AT&T in-car WiFi, commercials targeting Atlanta listeners regularly can be heard.
With the integration of Experian’s “Audiences” into the Audacy platform, this could likely be eliminated. As Audacy sees it, “This will allow advertisers to build and reach target audiences in real-time using accurate listener insights such as demographics, shopping behaviors and interests.” Additionally, the company believes the partnership will lead to more personalized and relevant advertising experiences, providing advertisers with a higher return on investment.
“As we continue the re-imagination of Audacy, our investments in our digital audio product suite are essential,” said Brian Benedik, Chief Revenue Officer at Audacy. “The creation of an Experian-powered Audacy identity graph is an important step in the process and allows us to create more value for both marketing partners and our listeners.”
Experian Chief Business Officer Chris Feo added, “We are collaborating with Audacy because of their innovative vision for the future of audio. Historically, audio advertising lacked precise targeting capabilities, making it challenging for advertisers to reach specific audiences. By integrating our digital identity graph and syndicated audiences with Audacy’s platform, we’re transforming how advertisers connect with listeners. This collaboration enables more effective audience targeting and delivers personalized, impactful audio experiences across all channels.”
