Why the Future of Podcast Ads Belongs to Audience Data with Matt Shapo & Jason Adamski of IAB

About this episode

Where is the money in podcasting really going—and how is ad measurement evolving to keep up? In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Matt Shapo, Senior Director of the Measurement Center at IAB, and Jason Adamski, Director of Audio at IAB, for their very first in-person recording at the IAB Lab in New York City. Matt and Jason break down spending trends across top shows versus programmatic audience buying, the friction between downloads, plays, and engaged views, and how new IAB standards are helping creators and advertisers measure real ad performance. As Matt puts it: “To me, the most exciting thing moving forward is the fact that we can now actually bring the evidence. We can measure the response that those consumers have to ads that are in podcasts at a level that we never could.” Here are some insightful moments within the episode: • Where podcast ad dollars are moving beyond top-tier household names • The difference between traditional downloads, client-side plays, and YouTube views • How programmatic buying opens up monetization for the long tail of podcasts • Why IAB Tech Lab is bringing the AMP Accords under its technical