No doubt about it, podcasting is red hot right now. According to Edison there are over 500,000 podcasts available today with 44% of Americans having consumed some form of podcast content. However, despite this increased consumption the podcast sector hasn’t seen the same growth in monetization. Part of the problem is that many podcasts are still downloaded or cached up front and then listened to later. When listeners do this there are no reporting metrics – like amount of time spent listening or the ability to prove ads are viewed/heard. The other problem with podcast monetization is that very few platforms can insert ads real-time, via normal ad trafficking, so limited “brought to you by” sponsorships tend to be the norm.
AdsWizz is taking a stab at solving podcasting’s revenue problem with the launch of its new Platform Partnership Program. Through this portal podcasters can now make their ad inventory available on AdsWizz’s SSP. This will provide badly needed ad insertion functionality, ad targeting capabilities, and the ability for other DSPs to buy podcast inventory on the open market.
AdsWizz’s first task will be to scale the number of podcasts participating in its supply-side network. If they can successfully build this up they’ll have created the first podcast ad marketplace. Then maybe some of the half million podcasters can start to make some money!