![]() ![]() Details such as age, gender and location will be used alongside broader interests to ensure advertisers are reaching the right audience, bringing podcast advertising closer to digital and eventually auction based buying – something which we have also started to see more across both linear and connected TVs in recent years.Īdvertisers, finally will be able to put data at the beginning, middle and end of their podcasting campaign – allowing them to make informed decisions and set goals based on who clicked, who skipped, who eventually bought the product rather than relying on prehistoric metrics such as offer codes and affiliate payments. This is where Spotify’s ‘ Streaming Ad Insertion’ technology comes into play, SAI will allow advertisers to be inserted into shows in real time based on what Spotify knows about them. Yes, you many have been able to advertise in podcasts for many years however these were largely stitched into the programming (to ensure downloaded episodes still contained ads) or more recently as pre-roll. Podcasting advertising in still in its infancy, relatively speaking. Outside of their own podcast network, any paid promotion you hear within your favourite podcasts currently on the platform will have been sold through a rival hosting platform or by the podcast themselves – not ideal for Spotify and their 250m podcast listeners around the world. This Joe Rogan deal will mark the beginning of an aggressive push to host popular podcasts exclusively on Spotify, allowing them to serve their own adverts within these programmes, something they cannot do currently. Giant duopolies aside, the next few years will be very important for many publishers still selling their own advertising inventory and Spotify have drawn a very clear line in the sand between themselves and other podcast hosting platforms. ![]() Both Google and Facebook are positioned to benefit by further forcing advertisers to use their 1st party data and ad buying tools if they want to continue reaching their audience at scale, with Google’s Privacy Sandbox allowing them to attached a unique ID to every ad impression they serve and ultimately allowing them to truly understand if a person who saw an ad eventually did buy the product. Right now, walled gardens such as Google, Amazon and Facebook seem to be leading the way when it comes to ensuring their advertising revenue continues to grow, especially when we eventually say goodbye to 3rd party cookies in 2022. Only this week have we seen Facebook launch an e-commerce platform aimed at helping business build a digital presence while at the same time gaining access to even more user purchase data. The move isn’t surprising, as we hurtle towards an advertising ecosystem that doesn’t rely on cookies – many publishers will be making huge plays in the data space to ensure their 1st party data is as rich as possible. The media attention this deal has attracted has in many ways overshadowed much of the underlying strategy behind the decision, which looks to be growing podcast ad revenue and having a tighter grip on their 1st party data. Spotify made the announcement this week that it has entered into a multi-year deal to exclusively host the popular podcast on its platform in a deal rumoured to be worth upwards of $100m. Hands up who only started listening to ‘The Joe Rogan Experience’ podcast during lockdown and quarantine? Me too (I typed that one handed) ![]()
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