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Acast<\/a> says it\u2019s time for podcasts to embrace programmatic advertising.<\/p>\n With its publishing and monetization tools<\/a>, Acast has already moved beyond the generally low-tech state of podcast advertising \u2014 think of many podcasts still play the same outdated ads when you download old episodes \u2014 but launching a marketplace for programmatic (i.e., automated algorithmic) ad-buying is the next step in that evolution.<\/p>\n The marketplace will be powered by technology from AdsWizz<\/a>. Acast\u2019s Chief Revenue Officer Ross Adams said that rather than making one-off ad deals, this will allow marketers to run campaigns across the company\u2019s 1,400 shows with \u201call the usual kinds of targeting options\u201d that you get with programmatic, including age, gender, location and interests.<\/p>\n Adams is hoping that the automation and targeting will attract brands that have been willing to advertise on digital music services like Spotify and iHeartRadio, but have stayed away from podcasts because of the limited technology. (Those limitations, he suggested, are why so many podcasts seem to be sponsored by the same handful of startups.) <\/p>\n As for Acast\u2019s podcasters, Adams said many of them don\u2019t have large enough audiences to either attract or make much money from custom sponsorships. With the programmatic marketplace, they don\u2019t have to spend any time or resources dealing with advertising \u2014 the ads will just be placed automatically.<\/p>\n \u201cJust release your show and know that you\u2019re starting to build a revenue stream,\u201d Adams said.<\/p>\n Featured Image: JaaakWorks\/iStock\/Getty Images<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"![\"\"](\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/02\/gettyimages-517409138.png?w=680\")
Acast says it’s time for podcasts to embrace programmatic advertising. With its publishing and monetization tools, Acast has already moved beyond the generally low-tech state of podcast advertising — think of many podcasts still play the same outdated ads when you download old episodes — but launching a marketplace for programmatic (i.e., automated algorithmic) ad-buying is… Read More<\/a><\/p>\n\n<\/img><\/a>
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