Panoply produces podcasts but also works with other companies on monetization and distribution. This is the first time the company will has allowed targeted audiences for podcasts, according to the same article. Until now, Panoply has gauged the audience makeup of podcasts using surveys and show profiles to help advertisers reach a specific type of listener, but now advertisers will be able to deliver ads to specific segments of listeners based on data such as interests, purchase intent, demographics, geography, media consumption and psychographics. Nielsen Marketing Cloud can segment audiences into around 60,000 different groups from which marketers can chose, and those segments can be as broad or as granular as needed.
According to Jason Cox, Panoply�s chief technology officer, tracking of podcast usage has been difficult in part because they�re often downloaded through third parties via RSS. Without access to that third-party data, it�s impossible to target ads in the same way as in a browser. �The technology that we�ve developed allows us to match the data that Nielsen is collecting from browsers, across the web, from apps that have their SDK installed, and other locations,� Cox said. �We can match that data they�re collecting with server-side behavior we�re seeing.�
Advertising growth in the podcast industry continues to grow. The Interactive Advertising Bureau and PricewaterhouseCoopers found that podcast revenue is likely to increase this year by 85 percent, to about $220 million. Growth between 2015 and 2016 was 76%.