Does audio have an ad tech problem?

Podcasting is a rapidly growing medium, with over 120 million Americans listening to podcasts every month. As the industry grows, so too does the demand for podcast advertising. However, there are some challenges around ad tech in podcasting that need to be addressed in order for the industry to reach its full potential.

One of the biggest challenges is the lack of a standardized measurement system for podcast advertising, according to AdMonsters. This makes it difficult for advertisers to track the effectiveness of their campaigns and to compare the performance of different podcast networks. Another challenge is the lack of transparency in the podcast advertising ecosystem. This can make it difficult for advertisers to know who is actually listening to their ads and how much they are paying for each impression.

Despite these challenges, there are a number of companies working to develop solutions that will improve the ad tech landscape for podcasting. One of the most promising developments is the use of dynamic creative. Dynamic creative allows advertisers to create personalized ads that are tailored to the interests of each individual listener. This makes the ads more relevant and engaging, and it can also help to improve the effectiveness of the campaigns.

Another promising development is the growth of programmatic podcast advertising. Programmatic advertising is a way to buy and sell advertising inventory in real time. This makes it possible for advertisers to target their ads more precisely and to get better results for their campaigns. However, advertisers continue to complain about the lack of scale with DSPs (demand-side platforms), as well as the inability to report and optimize campaigns.

The future of ad tech in podcasting is bright. As the industry continues to grow, ad tech will become more sophisticated and the challenges that currently exist will be addressed. This will make podcast advertising more effective and more valuable for both advertisers and podcast publishers.

If you're interested in discussing podcast advertising, reach out to the Blueprint team today!