MarTech Interview with Tamara Zubatiy, Co-founder and Chief Executive Officer of Barometer

Can you tell us about your background and what led you to co-found Barometer?
I am a cognitive scientist and machine learning engineer by training and my first love has always been the brain. Since childhood, I have been fascinated by our human brain, its capabilities, and its limitations, and this curiosity led me to start my career in computational neurobiology. However, after spending many years in the lab, I wanted to work on projects that would have a more direct impact on society and this led me to the space of user-generated content analysis.
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Can you discuss the significance of being the only independent brand suitability and contextual targeting solution for podcast advertising?
Part of the reason that an independent third party for brand suitability and contextual targeting is necessary for the podcast advertising industry is that there is an inherent conflict of interest between the buy side and the sell side that we believe can be managed through radical transparency. Even though publishers are extremely knowledgeable about their inventory and often do an excellent job curating buys for clients, before Barometer there was no real way for advertisers to trust but verify that their standards are being upheld at scale.
How does Barometer’s independence differentiate itself from other brand suitability and contextual targeting solutions in the podcast advertising industry?
Barometer is the only brand suitability measurement vendor in the space that does not have conflicts of interest with any major shareholders. This allows us to have a truly third-party perspective and keeps us free from unfair influence. Separately from our fiscal independence, we are also an independent player in the industry as an AI frontier technology company, as opposed to being a media company. Our AI expertise stems from our talented team of trained AI engineers hailing from institutions like NASA, the FDA, the Salk Institute, and more.
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