Podcasts Are Becoming More Programmatic. But Now Advertisers Have To Keep The Ad Load In Check
As programmatic buying becomes more common in audio, marketers and platforms fight the temptation to cram in as many placements as possible.
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Circana Acquires NCSolutions And Nielsen’s MMM Biz; Netflix Goes Toe To Toe With Prime Video
M&A is still hot in ad tech this summer. Plus, Netflix’s upfront results may sound promising, but the streamer still needs to grasp the finer points of the advertising game.
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Podcast Advertising Has Come A Long Way, But Is It Delivering What Marketers Need?
The IAB’s Podcast Upfronts in May touted advancements in dynamic ad insertion, measurement and attribution and brand safety and suitability, as well as the rise of podcast networks. But ad agencies say the technology powering podcast-based marketing is not sufficiently developed to deliver what advertisers need to effectively target impressions and measure campaign effectiveness. And they believe the industry should do more to address brand safety concerns around podcast content.