From TechCrunch: 2019 was a breakout year for Spotify’s podcasting efforts, and now the company is turning up the dial on its ability to monetize this popular form of audio programming. Today, at the Consumer Electronics Show in Las Vegas, Spotify is announcing Streaming Ad Insertion (SAI), its new, proprietary podcast ad technology for Spotify Podcast Ads.
The technology makes key data — like actual ad impressions, frequency, reach, plus anonymized age, gender and device type — available to podcasters and advertisers for the first time.
In previous years, podcasts have been delivered by way of downloads from RSS feeds, which would make this sort of data collection difficult if not impossible. The shift to streaming changes that, as Spotify can tap into its suite of planning, reporting and measurement capabilities, as it does for streaming music.
At launch, Spotify’s SAI technology will only be made available to its original and exclusive shows. That’s because Spotify can control this content and knows what its backend looks like, making the new technology easier to implement.
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