![]() ![]() SiriusXM, on the other hand, describes its AudioIDs as unique but “anonymized.”īut the AudioID can match together all kinds of signals beyond just an email or phone number to inform its creation. That’s because the AudioIDs are meant to be a stand-in for the traditional identifier which, in the past, may have contained or linked to a user’s personal information. ![]() They aren’t being asked by the apps to provide any additional information or consent. So, for example, if a customer signed up with the same email address across both Pandora and Stitcher, SiriusXM can combine those accounts into a single “AudioID.” Consumers won’t likely know this matching is happening behind the scenes. The company explains that it looks for signals in the data sets that overlap. To work, AudioID matches the data sets of user information across SiriusXM’s businesses, including its own satellite radio music service, as well as streaming apps Pandora and Stitcher - the podcast app it bought for $325 million in 2020. Now, AdsWizz is being put to work in a new way, by powering the AudioID product. The new identity solution comes from AdsWizz, the digital audio adtech company Pandora acquired for $145 million back in 2018, gaining access to adtech products like dynamic ad insertion, campaign monitoring tools, podcast transcription tech and even weirder features - like “Shake Me” that let users shake their phones during an ad to trigger an action. ![]() The latest example comes from Pandora parent company SiriusXM, which this week rolled out a new way to identify and track its listening audience across apps, which it’s calling “AudioID.” But these changes have only prompted the adtech industry to get more creative with its solutions. The use of tracking cookies is winding down, and Apple’s anti-tracking privacy update has impacted mobile apps’ advertising revenues. ![]()
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