Wednesday, July 22nd, 2026 – 6:00 am
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Audio platforms are fed up with tolerating the persistent gap between the amount of time people spend listening to podcasts and how much advertisers spend on podcast advertising.
So instead of waiting for advertisers to change their habits, these platforms are making their podcast inventory available through the same tools advertisers already use to run omnichannel programmatic campaigns.
The thinking is that if it’s easier to buy podcast ads alongside CTV, display and online video, then advertisers will actually do it. Comscore for one is leaning into this trend.
