{"id":9539,"date":"2023-02-14T17:07:26","date_gmt":"2023-02-14T17:07:26","guid":{"rendered":"http:\/\/localhost:10151\/?p=9539"},"modified":"2023-02-16T17:09:34","modified_gmt":"2023-02-16T17:09:34","slug":"why-podcast-ad-buyers-are-hesitant-to-spend-through-demand-side-platforms-digiday","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-podcast-ad-buyers-are-hesitant-to-spend-through-demand-side-platforms-digiday\/","title":{"rendered":"Why podcast ad buyers are hesitant to spend through demand-side platforms"},"content":{"rendered":"

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. <\/p>\n

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.<\/p>\n

…<\/p>\n

Molly Schultz, svp of integrated investment at UM, said her team prefers to buy through a DSP because they can target a specific audience segment across networks. Because of this, buying ads through a DSP is also better for clients that have smaller budgets and can\u2019t \u201ccommit to massive spends,\u201d CMI\u2019s Pappas said. Clients can test the podcast space with those smaller budgets going into DSPs to get their \u201cfeet wet with audio,\u201d he said.<\/p>\n

Read more on Digiday<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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. There are a variety of reasons for this: host-read ads are still king in the medium, not all podcast […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9539","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nWhy podcast ad buyers are hesitant to spend through demand-side platforms - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-podcast-ad-buyers-are-hesitant-to-spend-through-demand-side-platforms-digiday\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why podcast ad buyers are hesitant to spend through demand-side platforms - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"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. 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