Ep. 95 Podcasting’s Next Wave: Growth, Metrics, and Monetization with Sharon Taylor
In this episode of the Ad TechGod Pod, host AdTechGod speaks with Sharon Taylor, Chief Revenue Officer at Triton Digital, about podcasting and audio advertising.
They discuss Sharon's journey into the audio space, the growth and trends of podcasting in different regions, and the role of Triton in monetizing podcasts. The conversation also touches on the challenges of attribution and measurement in audio advertising, the importance of understanding podcast metrics, and the cultural shifts driving the appeal of podcasting among younger audiences. Sharon emphasizes the intimate nature of podcasting and its potential for advertisers to engage with a captive audience.
Takeaways
Podcasting is an intimate medium that engages listeners deeply.
The growth of podcasting varies by region, with the US leading.
Canada's podcasting market is growing but is more collaborative than competitive.
The barrier to entry for podcasting is low, allowing diverse voices.
Video is becoming increasingly important in the podcasting space.
Triton Digital supports both large publishers and independent podcasters.
Programmatic advertising in podcasting is still developing.
Attribution and measurement in audio advertising are complex but improving.
Podcasters should provide multiple metrics to advertisers for clarity.
Podcasting offers a calming alternative to the noise of social media.
Chapters
00:00 Introduction to the Audio Space
01:38 Sharon's Journey in Audio
03:39 Podcasting Trends in Different Regions
05:26 The Growth of Podcasting
08:15 Maturity and Future of Podcasting
10:05 Triton's Role in Podcast Monetization
12:03 Evolution of Programmatic Advertising in Podcasting
14:45 Attribution and Measurement in Audio Advertising
17:30 Understanding Podcast Metrics
21:02 Cultural Shifts and Podcasting's Appeal
23:59 The Therapeutic Nature of Podcasting
Pause Ads, AI Browsers, and Programmatic Transparency: This Week in Advertising
The Refresh News: September 2: Pause Ads, AI Browsers, and Programmatic Transparency: This Week in Advertising
In this episode of The Refresh, Kait covers three big developments in advertising and adtech. Magnite is rolling out pause ads programmatically across major streaming providers, Anthropic has launched a cautious pilot of its AI-powered Chrome extension Claude, and the ANA has released its Q2 2025 Programmatic Transparency Benchmark report, highlighting both progress and persistent challenges in ad spend efficiency.
5 Key Highlights:
Magnite is enabling programmatic buying of pause ads across platforms like DirecTV, Dish, and Fubo, with access through Clearline and DSPs such as Curve AI, Mountain, and Yahoo.
Pause ads are proving popular with both advertisers and consumers, with studies showing over 50% of viewers take action after seeing one.
Concerns remain that programmatic scale could dilute the contextual creativity that makes pause ads engaging.
Anthropic is piloting a Chrome extension for its Claude AI, focused on browsing assistance while implementing strong safeguards against risks like prompt injection attacks.
The ANA’s Q2 2025 report shows programmatic waste rising to $26.8B, but also notes improvements: private marketplace deals now represent 88% of transactions, CTV programmatic spend has increased, and MFA spending has dropped sharply to 0.8%.
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