“We want to be able to light up our entire catalog for brands,” said Conal Byrne, president of iHeartMedia’s podcasting division.Īdvertisers using the private podcast marketplace can target based on podcast category, listener location or psychographic characteristics.Ī buyer, for example, could reach listeners of true crime podcasts or people who listen to history shows, science and tech, society and culture, music, sports, business and finance, comedy and numerous other genres. Several years ago, iHeart embarked on the time-consuming task of enabling dynamic ad insertion across that repository. IHeart’s back catalog includes more than 100,000 podcast episodes over which it has full control and management. Globally, iHeart is responsible for 257 million downloads and streams on a monthly basis. More than 30 million people listen to an iHeartMedia podcast in the US each month. “We have a comprehensive podcast library,” Kaminsky said, “and there is a role that high-quality, more traditional advertising can play in monetizing it.” Host-read ads and live endorsements are still big business for podcasters, said Brian Kaminsky, chief data officer and president of revenue strategies at iHeartMedia. There are three primary deal types on offer: programmatic guaranteed with a fixed price and guaranteed volumes preferred deals with a fixed price and no guaranteed volumes and private auctions in which advertisers can bid on a specific curated list of shows but without negotiated minimum pricing or guaranteed volumes. The PMP was built using technology iHeart acquired through its purchase of programmatic podcast and analytics platform Voxnest in October. It’s a bid to woo more advertisers to the medium with multiple targeting options and familiar buying tools. Radio giant iHeartMedia launched a private marketplace on Wednesday specifically for podcasts.
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