Frequency
Audio adtech platform for podcast buying, selling and creative workflows.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Frequency Inc.
- Entity type
- COMPANY
- Founded
- 2017
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- frequency.media
What Frequency does
Frequency operates a multi-product adtech model built around audio advertising infrastructure. It creates value by connecting advertiser demand with curated podcast supply, while also providing workflow and creative tools that help publishers, creator networks and brands run complex audio campaigns more efficiently. This positions the business across both transaction enablement and workflow software, allowing it to participate in media spend as well as software budgets.
Category differentiation
This is an audio and podcast advertising technology company, not a telecom frequency business or a generic analytics platform. It is best understood as a specialised podcast monetisation and workflow platform rather than a pure publisher or media owner.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Frequency is a B2B adtech company focused on podcast and audio advertising. It operates a curated marketplace for premium host-read podcast inventory, advertiser-side campaign tools, publisher workflow software, creator network monetisation tools and audio creative orchestration software. Its customers include advertisers, media agencies, podcast networks, publishers, broadcasters and ad operations teams. The company makes money through a combination of software subscriptions or enterprise platform fees and transaction-based monetisation tied to advertising spend or marketplace activity. Its value proposition is centred on improving the buying, selling, production and execution of native audio advertising, particularly in premium podcast environments where quality control and advertiser-publisher matching matter.
Business model & monetisation
Frequency monetises through a hybrid of SaaS and transaction-linked adtech revenue. The publisher, creator network, advertiser and creative workflow products are sold through contracted software access, enterprise subscriptions or usage-based platform fees. Its premium publisher marketplace likely generates revenue through a take-rate, commission or percentage of media spend on transactions between advertisers and inventory owners, with premium native audio formats supporting higher-value monetisation.
- Marketplace transaction fees on premium podcast ad buying and selling
- Percentage Take-Rate
- Publisher workflow platform fees
- Software Subscription
- Advertiser platform access and campaign tooling
- Software Subscription
- Creative orchestration and audio ad production tooling
- Software Subscription
- Creator network monetisation tooling
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
More Ads Don't Mean More Revenue — Frequency
Connected TV (CTV) & OTT · Recorded impact score: 2/5
Frequency's Head of Monetization, James Smith, argues on a State of Streaming podcast that increasing ad load (more ads per pod) often reduces revenue and viewer effectiveness. He cites rising FAST channel supply and low discovery driving fill-rate problems, and points to Jounce Media research showing fewer ads can raise conversion and CPMs. Frequency's in-scene ad product uses AI video introspection to place contextual ads inside content, and the company says its upstream position at channel origination and server-side ad insertion improves supply-path cleanliness. The episode also previews an 'ad balancer' that pairs pod reduction with in-scene units and real-time, geography-aware dynamic creative.
- James Smith leads monetization at Frequency.
- Frequency promotes an in-scene advertising product that uses AI video introspection to place contextual ad moments during content.
Explore company relationships
Questions about Frequency
What is Frequency?
Frequency is a B2B audio adtech platform that helps advertisers, publishers and creator networks buy, sell, manage and produce podcast and digital audio advertising.
Who uses Frequency?
Its users include brands, media agencies, programmatic buyers, podcast networks, publishers, broadcasters, creative teams and ad operations teams.
How does Frequency make money?
It appears to earn revenue from software platform fees and from transaction-based take-rates or commissions on premium audio advertising activity.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
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