Spotify rolled out the brand-safety initiative two days after announcing it had formed a Safety Advisory Council to provide advice on issues including hate speech, disinformation, extremism and online abuse.

They announced plans to improve the brand safety of podcasts by working with Integral Ad Science. The companies plan to create what they describe as the industry’s first third-party brand safety and suitability reporting tool.

These brand-safety tools come into play after Joe Rogan’s controversy earlier this year. Spotify eventually removed more than 70 episodes of Rogan’s show carrying questionable material. But as podcast revenue is forecast to double to $4.23 billion by 2024, Spotify must make sure that its platform is safe for brands that don’t want to sponsor objectionable content. 

Source: https://www.marketingdive.com/news/spotify-ias-brand-safety-podcasts-joe-rogan/625584/