Marketers are still likely to face a bit of challenge when they try to stitch data cross-platform.
With podcast listening habits shifting from downloads to streaming platforms like Spotify, real-time measurement is finally achievable for advertisers. Unlike downloads, streaming gives brands the data on how many people are listening to an ad.
Podcast ad tech is also getting sophisticated, with brands like Acast working together with Nielsen to target audiences and measure metrics like awareness and intent. Even Apple, the dominant player in podcasts in the US, has begun sharing analytics to improve listenership measurement.
This boost to measurement capabilities might come at a cost to independent podcast publishers, who are increasingly competing against large advertisers for ad dollars. But, some smaller publishers are trying to gain more exposure through dynamic ad servers.
[4 minute read]