Why podcast ad buyers are hesitant to spend through demand-side platforms
Despite improvements in podcast advertising that have made it easier to buy ads through programmatic channels, buyers are slow to adopt true programmatic podcast buying through a demand-side platform, according to buyers who spoke with Digiday.Â
There are a variety of reasons for this: host-read ads are still king in the medium, not all podcast networks or shows have inventory available to buy programmatically, and buyers often feel the need to vet the content to ensure contextual alignment when targeting specific audience segments or category verticals across a number of podcast networks.
However, while some buyers have little to no interest in buying ads through a DSP, others are planning to test out or put more money into buying ads programmatically this year, as the technology and targeting and measurement capabilities continue to improve and more inventory becomes available to buy programmatically, according to conversations with four buyers.