Epsilon Expands Digital Activation and Measurement Capabilities to Audio

Clients now able to launch campaigns across connected TV, audio, online video and display on a single platform

Epsilon Digital Among the Few Industry Offerings to Provide Activation on Audio

Full channel capabilities provide seamless channel extension, expanded reach and connected audience activation and measurement

Epsilon, a global advertising and marketing technology company, today announced the expansion of its digital capabilities to include audio across broadcast live streamed, on-demand streaming and podcast inventory. The addition gives marketers the ability to activate and measure campaigns with personalized messages across all four main digital channels – connected TV, audio, online video and display – on a single platform.

Brands and agencies working with Epsilon can extend their reach to a new channel and control frequency across the industry’s leading publishers via open web and private marketplaces. The capability allows marketers to create a holistic audience strategy that includes all digital channels and minimizes overlap, all while guided by the highest levels of brand safety. In addition, marketers can measure and optimize desirable KPIs, such as completion rate, with consolidated cross-channel reporting.

Similar to its other digital media offerings, Epsilon can offer clients creative services to produce and refine audio assets.

“We want to give marketers the ability to reach their customers across the open web with a single, connected identity that allows them to reach people, not devices or demos, with relevant, personalized messages,” said Heather Swarens, SVP of Media Development at Epsilon. “The addition of audio makes Epsilon one of the few platforms to activate on the channel, and the only offering that can deliver expanded reach at scale."

According to eMarketer’s “US Time Spent with Media 2022” report, U.S. adults first started listening to digital audio more than traditional radio beginning in 2020. This year, eMarketer forecasts that adults will spend 1 hour and 43 minutes with digital audio compared to 1 hour and 21 minutes with traditional radio.

“As the audio ecosystem becomes more sophisticated and robust from a targeting perspective, being able to introduce first-party and specific third-party audiences is paramount to advertisers’ success in the space. Epsilon’s best in class identity offerings enable us to ensure our client’s audiences are fully engaged and leaned in with brands whenever and wherever they consume audio,” said Chris Yarusso, National Audio Practice Lead, Publicis Media Exchange. “Further, the cross-channel measurement and insights we’re able to glean from Epsilon’s DSP allow for greater optimization both mid-and-post campaign.”