Audio-first ads: AdTonos and NumberEight unlock contextual targeting capabilities

Partnership overcomes new regulation pitfalls by combining ability to insert audio ads on any stream with privacy-first contextual intelligence data.

NumberEight and AdTonos have formed a cross-media partnership, aimed at expanding contextual targeting capabilities for audio advertising, including in-game audio advertising. 

AdTonos VP of Product, Agata Maria Hirche, said: “Cross-platform addressability and consumer privacy solutions, allowing to reach measurable audiences at scale, are at the core of building the next generation of the ad tech stack. Our partnership with NumberEight accelerates our innovation rate and targeting capabilities while providing a brand-safe marketplace for advertisers and agencies.”

Audio consumption is on the rise, more than 75% of UK adults (16+) listened to digital audio content at least once a month in 2021. Yet in recent years, audio advertisers have been faced with a number of challenges. 

Changes to privacy regulations and limited contextual targeting on digital platforms has meant it’s now harder than ever for advertisers to reach their target audience. AdTonos and NumberEight offer a solution to this problem, by combining AdTonos’ ability to insert audio ads on any stream with NumberEight’s privacy-first contextual intelligence data. 

As a result, this platform can now deliver mobex (mobile context): live user context and behavioural audiences that allow advertisers to reach relevant audiences across all audio media without the need for personally identifiable information (PII) or advertising IDs.

NumberEight CEO, Abhishek Sen, said: “We’re delighted to be partnering with Michal and his team at AdTonos, who is an absolute pleasure to work with. Audio, as we all know is a unique format since the content is consumed throughout the day, across different devices, in the background and foreground, and now even inside games. We're very excited to work with an omnichannel audio partner like AdTonos and help digital audio advertisers take advantage of this massive opportunity to reach relevant audiences in the moments that matter most, with our unbiased mobile contextual data without any reliance on PII or identifiers - a very exciting time indeed!”