Advertising audio data – Sonnant & Podder announce a pioneering audio data layer

PRESS RELEASE · Melbourne VIC, Australia · via Sonnant · 

In another world-first, Sonnant and Podder have joined forces to reshape the future of advertising audio data. This partnership combines Sonnant’s pioneering content data with Podder’s cutting-edge demographic analytics, redefining content planning, targeting and the discovery of both exposed and unexposed audiences.

This advertising’s cutting-edge audio data solutions offer a game-changing advantage to podcasters and broadcasters alike. With our robust data, you can plan your content more strategically, target your audience with precision, and measure the impact of your broadcasts with unparalleled accuracy. Whether you’re a podcaster looking to engage your listeners or a broadcaster seeking to optimise your reach, the audio data layer empowers you to elevate your content and achieve exceptional results in the world of spoken-wrod content.

Tony Simmons, Founder and CEO of Sonnant, says “This partnership isn’t just about data; it’s about elevating audio to an essential marketing channel by delivering advertising that resonates contextually, maximising its reach and impact.”

Christian Sorenson, founder of Podder stated, “We’ve redefined the value of audio targeting tools. Our demographic data can show the most engaged audiences, and coupled with Sonnant’s content data, customers will now be able to unlock targeting, planning and measurement for audio that has been talked about for a long time.”

Sonnant, renowned for its ground-breaking work in content analysis, has harnessed the power of AI to decode the nuances of spoken-word content. Sonnant’s platform allows publishers and advertisers to uncover and structure content signals, intent, sentiment, and themes, setting a new standard for contextual advertising. When combined into an advertising audio data layer, the power for advertisers is unheralded.

Podder, a trailblazer in audio and demographic analytics, provides unparalleled insights into listener demographics, preferences, and behaviour. Their advanced analytics empower content creators and advertisers to make data-driven decisions, ensuring that their messages resonate with precisely the right audiences.

Together, Sonnant and Podder are poised to launch a new advertising audio data:

  • Elevate Content Planning: By fusing Sonnant’s content data with Podder’s analytics, content planners gain unprecedented insights into their audience’s desires.
  • Laser-Sharp Targeting: Advertisers can harness demographic analytics to uncover their ideal audience with surgical precision, optimising campaign efficiency and ROI.
  • Unearth Unexposed Audiences: The combined analysis of content data and demographic insights will unveil untapped audiences and markets, unlocking new growth opportunities for publishers and advertisers alike.

Get ready for a transformation in qualitative audience data and targeting capabilities as Sonnant and Podder join demographic and content data sets to shape the future of audio advertising. 

About Sonnant

Sonnant uses AI & ML to transform audio into data for the digital era. The Sonnant platform transforms broadcast, podcast, radio and streaming audio into data. This advertising audio data is delivered into industry-wide cases to power monetisation and delivery workflow automation at every stage of the audio publishing lifecycle.

Sonnant specialises in revolutionising the audio advertising landscape. Our advanced data solutions empower advertisers, podcasters, and broadcasters with comprehensive insights to enhance their strategies. By combining cutting-edge technology with deep industry knowledge, Sonnant enables precise audience targeting, content optimization, and real-time measurement. Advertisers can maximize the impact of their campaigns, while podcasters and broadcasters gain a competitive edge by tailoring content and understanding their audience better than ever before. Sonnant is at the forefront of reshaping audio advertising, driving innovation and results in this dynamic media ecosystem.


Podder is a leader in audio and demographic analytics, providing insights that enable content creators and advertisers to connect with their target audience effectively. Their data-driven approach maximises the impact of audio content and advertising.

For more information about advertising audio data, please contact:

Tony Simmons, CEO, Sonnant, 

Christian Sorenson, CEO, Podder, 

A close-up of a person smiling

Description automatically generatedContacts

Tony Simmons                      

CEO / Founder    

Scot Herd

VP Partnerships USA    

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