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A promo image from Kinzen's website
Image: Kinzen

Spotify buys platform safety company

LISTEN · · 3 minutes to read

Is it time to re-think promo codes? Writing in Sounds Profitable today with Podsights, Tom Webster publishes the second set of data from a recent study of podcast advertising execution. The finding? We know promo codes work: but there might be a better way of using them.

  • Spotify has acquired platform safety company Kinzen. “The technology the Kinzen team brings to Spotify combines machine learning and human expertise - backed by analysis from leading local academics and journalists - to analyze potential harmful content and hate speech in multiple languages and countries.” Kinzen is based in Dublin, Ireland; no terms were given.

  • Spotify’s Podsights ad measurement service has launched in the UK, France, Germany, Spain and Italy. The company is also testing Podsights tools on audio ads in music, partnering with Omnicom Media Group in the UK.

  • Acast held a “Capital Markets Day”. The fast-growing company described itself as “the Wordpress of podcasting”: it offers 5 ads in each show, though just sells 28% of them (p50); and about half their biggest shows aren’t monetised at all (p14), so plenty of room to grow. The company is achieving $22 CPM.

    • Some of those made redundant in Acast’s job cuts are leaving at the end of the week. We wish them all the best: our Podjobs board is full of opportunities. Shout if we can help.

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