Through its dynamic ad insertion capabilities, Art19 will combine demographic data from iHeartRadio with geo and device data to better target ads on its platform and control their frequency. Art19 hopes to eventually leverage more granular listener data from iHeartRadio, but that won’t be a focus until programmatic gains traction in the podcast space.
“It’s about impression data,” Carr said. “Agencies can now start selling impressions, not just downloads.”
Although podcasting is taking baby steps toward programmatic – digital audio platform AdsWizz launched the first programmatic podcast exchange in July – most publishers continue to see high CPMs and response rates with organic host-read sponsorships.
“Programmatic will absolutely have a home in podcasting at some point, but today we have almost no customers running that sort of advertising,” Carr said. “It’s all high-touch, white-glove, host-read to a specific audience. At some point, it will have value in specific verticals where there are editorial questions [around endorsements].”
For iHeartRadio, access to Art19’s content and measurement capabilities will propel a major push into podcasting this year, said Chris Peterson, SVP of podcasting for iHeartRadio.
“I want the best content on our platform so we can start moving over our listeners to podcasts and grow the industry,” he said. “We can really expand the audience of these podcasts."