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. https://www.wsj.com/articles/podcast-industry-grapples-with-the-prospect-of-automated-ads-11573762876
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SHARESHARESHARE
PODCAST INDUSTRY GRAPPLES WITH THE PROSPECT OF AUTOMATED ADS
As podcasts attract more advertisers, podcast publishers and ad sellers are beginning to embrace tactics that are common on the internet, including the automated buying and selling of targeted ads.Midroll Media, a podcast ad sales group that offers 200 to 250 shows daily, plans to expand programmatic sales in 2020 after a small number of tests this year.“With the range of shows we work with and the advertisers we talk to, it makes sense to start bringing in a whole range of ad products that meet brand needs across the board and take more of their ad dollars, frankly,” said Erik Diehn, the chief executive of Midroll parent Stitcher Inc., a podcast platform owned by broadcasting company E.W. Scripps Co. Podcasts are shifting from a “nice to have” element of marketers’ brand campaigns to becoming integral elements, said Rachel Lowenstein, associate director of Invention+ at WPP PLC -owned agency Mindshare. That adds to the pressure to implement ad technology. SAHIL PATEL READ MORE