These spots will not be host-read, but rather pre-recorded segments that can fit easily into any podcast listening experience, Moffatt confirmed.
Using dynamic ad insertion, advertisers who buy on PodWave can target audiences based on first- and third-party data, as well as location, device, demos and podcast subject matter. Ads will be inserted in pre-, mid- and post-roll positions.
“The publishers themselves determine the best locations for mid-roll ad breaks to ensure a good listener experience,” van de Wyer said.
PodWave promises to provide marketers with detailed metrics on the success of their spots, including impressions delivered and listen-through rates for streaming podcasts, van de Wyer said.
NPR recently released a series of measurement guidelines to help advertisers better quantify how many people listened to a podcast post-download, including techniques to filter out bots and non-listeners and count unique downloads. It still needs to be adopted throughout the industry by major digital audio players, however.
While PodWave is the first podcast-only marketplace, Adswizz also has a programmatic digital audio exchange called Adwave. Triton Digital also has a digital audio ad exchange called a2x, and there’s a UK-based audio market called DAX.