David Rosenthal: recommendation

Transcript context

…Right. Everybody, you hear those promo codes in a lot of podcasts that give you that nice 10% off, that is literally the only way that the advertiser has to attribute to that channel. So a lot of the times you might hear an ad for SquareSpace and you go to Squarespace and you sign up but you don’t type in the code. That never ends up getting attributed to that podcast. The loop doesn’t get closed. So you get a little bit of the picture of some of the challenges with the industry. Other people have tried this before, but Scripps actually is really brilliant here like they see there’s a huge arbitrage right now between the listener numbers and engagement on podcast as a whole medium and the complete cluster that is the state of any kind of advertising or analytics on the platform. So the only way you can solve this is to own the full stack and bring it together. You know, one way to own any sort of advertising on the backend would be to be the hosting and to be the analytics, but you couldn’t do the measurement unless you have the frontend too. So on the web you can run JavaScript and understand has an ad been served, are people clicking it, how long has it been onsite, how long has it been shown. Anyway, in a podcast you need to get a player that had a pretty serious market share in order to actually understand impressions or do anything fancy around during this part of the podcast there’s going to be something popping up and if you want to tap that button, it will take you directly to the site so you don’t have to remember to type it in later.…

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