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24 February 2021
As podcasting comes of age, so does its buying and metrics
Using customer dataPodcasts, streaming & on demandRadio & audio planning & buying
Consumer interest in podcasts has rebounded after an early-COVID dip, and overall ad spend is expected to hit $1bn in the USA for 2020. Developments in buying and metrics will make it a better medium for advertisers.
Why it matters
Like older platforms, podcasting gained consumer adoption before brands could catch up with it; new tools will close that divide.