Where is the money in podcasting really going—and how is ad measurement evolving to keep up?

In this episode of PodBiz, Norma Jean Belenky and John Kiernan sit down with Matt Shapo, Senior Director of the Measurement Center at IAB, and Jason Adamski, Director of Audio at IAB, for their very first in-person recording at the IAB Lab in New York City.

Matt and Jason break down spending trends across top shows versus programmatic audience buying, the friction between downloads, plays, and engaged views, and how new IAB standards are helping creators and advertisers measure real ad performance.

As Matt puts it:

“To me, the most exciting thing moving forward is the fact that we can now actually bring the evidence. We can measure the response that those consumers have to ads that are in podcasts at a level that we never could.”

Here are some insightful moments within the episode:

• Where podcast ad dollars are moving beyond top-tier household names

• The difference between traditional downloads, client-side plays, and YouTube views

• How programmatic buying opens up monetization for the long tail of podcasts

• Why IAB Tech Lab is bringing the AMP Accords under its technical working group

• Bringing podcast ad exposure into broader omnichannel marketing mix models

• How measurement is evolving from brand sentiment to hard performance outcomes

Matt Shapo is the Senior Director of the Measurement Center at IAB, bringing nearly two decades of audio industry, news, and data experience from All Access Music Group.

Jason Adamski is the Director of Audio at IAB, with 30 years of buy-side and client-side experience, including roles as North American Media Director for Ferrero and Media Director at Sam Adams.

Together, they work to build consensus and measurement standards that elevate the entire digital audio and podcasting advertising ecosystem.

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattshapo/

Connect with Jason on LinkedIn: https://www.linkedin.com/in/jason-adamski-034822/

Learn more at IAB: www.iab.com

Episode Chapters

00:00 Intro Where is the money in podcasting?

01:48 Programmatic buying & long-tail audience growth

05:00 The role of IAB & IAB Tech Lab in setting standards

06:09 The history and evolution of the podcast download metric

08:00 Downloads vs. plays vs. YouTube’s engaged views

09:15 New IAB guidance: When listeners become viewers

10:13 Mid-roll sponsor break: Lean & Loaf

11:05 The shift to video consumption & play-based telemetry

16:08 Why video augments, rather than replaces, the podcast industry

20:41 Mid-roll sponsor break: podSEO

21:22 Navigating omnichannel measurement & media interoperability

24:25 Integrating the AMP Accords into IAB Tech Lab

29:20 Matt and Jason’s backgrounds in audio & buy-side media

32:11 Open doors & educational initiatives at IAB

35:33 The future of podcast ad measurement & proving ROI

Some Additional PodBiz Buzz…

“If you want to move fast, move alone. If you want to go far, go together.”

“When you add podcasting to your media mix, you not only can have faith in a general way, but actually the ability to intelligently evaluate the outcomes.”

“To have a world in which people have the ability to access content in a more varied and comprehensive fashion is a good thing.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Andrea De Marsi, founder and CEO of PodSEO and co-founder of Spreaker, joins PodBiz to break down one of podcasting’s longest-running challenges: discoverability.

Andrea explains why simply creating great content is not enough. Podcasters also need to think like marketers, from optimizing how their shows appear in Apple Podcasts and Spotify to building a presence across search, social media and increasingly, AI platforms like ChatGPT and Gemini.

The conversation also looks back at Andrea’s journey building Spreaker, its merger with BlogTalkRadio and eventual acquisition by iHeart Media. He shares what he learned about programmatic advertising, adapting a startup to changing markets and maintaining company culture through rapid growth and acquisition.

• Why audience growth remains the foundation of podcast monetization

• Why podcasters need to develop a marketing mindset

• How podcast search differs from traditional web search

• Why Apple Podcasts and Spotify can make discovery difficult

• How AI is creating another opportunity for podcast discovery

• Why consistent short-form content can support audience growth

• How Spreaker evolved from web radio into a podcast hosting platform

• What helped programmatic advertising work for independent creators

• How Spreaker maintained its startup culture through acquisition

• Why founders need to know when to pivot — and when to let something go

(01:58) Where is the money in podcasting?

(04:16) Why podcasters struggle with marketing

(09:25) Building a marketing mindset with PodSEO

(12:54) Why podcast discovery is still difficult

(19:41) Using social clips to feed discovery

(22:51) How Spreaker got started

(27:18) Merging Spreaker and BlogTalkRadio

(31:20) Betting on programmatic podcast advertising

(36:20) Building a strong company culture

(38:41) Navigating the iHeartMedia acquisition

(43:09) Podcasting’s wave of consolidation

(46:45) Learning to adapt outside your comfort zone

(49:02) Measuring entrepreneurial success

(50:50) Why employee retention matters

(52:34) What Andrea would do differently

(55:07) What makes podcasting unique

Andrea De Marsi is the founder and CEO of PodSEO, a platform designed to help podcasters improve discoverability across podcast apps, search, AI and social media. He previously co-founded Spreaker, helping grow the company from an early web-radio platform into a major podcast hosting and monetization business before its acquisition by iHeartMedia. His background spans engineering, podcast technology, programmatic advertising and entrepreneurship.

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Podcast Movement is heading to New York September 17th and 18th and with a completely reimagined format, and Molly DeMellier, Head of Communications at Sounds Profitable, joins PodBiz to break down what attendees can expect.

This year separates the business side of podcasting from the broader creator conference, with the Sounds Profitable Business Summit bringing buyers and sellers together early in the week before Podcast Movement takes over Terminal 5 on Thursday and Friday. The goal? More focused conversations, stronger connections and programming designed around what attendees actually want to learn.

As Molly explains:

We also get into why New York and September matter, the decision to eliminate paid sessions from the Podcast Movement stages, bringing new speakers and perspectives into the industry, and why a $199 ticket is central to making the event more accessible to creators.

• Why Podcast Movement redesigned its conference format
• What separates the Sounds Profitable Business Summit from Podcast Movement
• Bringing nearly 200 media buyers into the room
• Why Podcast Movement moved to New York and September
• Making the conference more accessible for independent creators
• How community voting helped shape this year’s programming
• Why Podcast Movement eliminated paid stage sessions
• Bringing new speakers, audiences and industries into podcasting
• How Sounds Profitable is helping podcasting reach beyond its own echo chamber

(02:12) Welcome back Molly DeMellier

(02:51) Where the money is in podcasting now

(04:49) Molly’s journey to Sounds Profitable

(08:00) Taking podcast research beyond the echo chamber

(11:45) Video, creators and the changing podcast landscape

(19:56) Why Podcast Movement changed its format

(20:36) Inside the Sounds Profitable Business Summit

(21:38) Bringing media buyers into the room

(24:30) The week’s new Podcast Movement schedule

(25:57) How the community helped choose the sessions

(30:02) Why Podcast Movement moved to New York

(32:03) Why September matters

(33:31) Making Podcast Movement more accessible

(35:04) Putting the right people in the right rooms

(38:31) Why there are no paid sessions on stage

(41:10) What Molly is looking forward to at Podcast Movement

(44:24) Bringing new people into podcasting

Molly DeMellier is Head of Communications at Sounds Profitable, where she leads communications for the organization, Podcast Movement events and a growing roster of industry partners. Her podcasting career has included roles with Acast and Sundaze PR, and today her work spans media relations, content, marketing and communications strategy across the podcast industry.

Podcast Movement NYC takes place September 17–18 at Terminal 5 in New York City, with two days of programming, five stages, more than 80 sessions, networking and live podcast recordings.

General Admission tickets are $199.

Get your ticket here:

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

David Krulewich, founder and CEO of Mission Media AI, joins PodBiz to look at where the money is moving across podcasting and the wider advertising ecosystem.

David makes the case that the opportunity is no longer limited to selling podcast ads show by show. Advertisers are increasingly buying audiences, demographics and interests across large groups of content. For independent creators, that creates opportunities for highly specific shows with loyal audiences, even before they reach massive download numbers.

But the bigger question is how podcasting competes for advertising dollars currently flowing into video, social and CTV. David argues that podcasting needs to become a truly omnichannel format, with audio remaining valuable while video, YouTube and new forms of distribution open the industry to much larger advertising budgets.

• Why audience-driven and contextual targeting are becoming more important to podcast advertising
• How smaller, niche podcasts can create valuable direct sponsorship opportunities
• Why creators should think beyond the audio feed when building their businesses
• How video could give podcasting access to significantly larger advertising budgets
• The growth of sports wagering, prediction markets and the advertising ecosystem surrounding them
• Why distribution may matter just as much as content as podcasting evolves
• What David has learned about entrepreneurship, partnerships and building Mission Media AI
• 
  

David Krulewich is the founder and CEO of Mission Media, a media and technology company connecting brands, creators and audiences across podcasts, streaming audio, CTV and digital media. Since launching in 2025, Mission Media has delivered more than one billion ad impressions and generated millions in revenue for creators and media partners.

Previously, David held leadership roles at Audiohook and Katz Digital, where he oversaw more than $100 million in annual media spend across streaming audio and podcasting. He also co-founded Audiology, later acquired by Katz Digital, and has been part of three successful exits across his career in digital media and advertising.

(02:02) Where is the money in podcasting?

(04:44) Why creators need a YouTube presence

(09:47) When a smaller podcast becomes commercially valuable

(16:44) How brands now view podcast advertising

(17:42) Why podcasting needs video dollars

(28:45) Sports betting, prediction markets and media

(43:58) What entrepreneurship taught David about partnerships

(47:25) Why distribution is king now

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Andy Maxwell, co-founder of Earmax Media, joins PodBiz to explain why successful podcast advertising starts with understanding exactly what a brand is buying. Audience fit, ad position, campaign measurement and the quality of the creative all affect whether a listener takes action.

As Andy puts it:

Andy breaks down why niche podcasts can outperform larger shows, how pre-roll and mid-roll position affect performance and why a low CPM does not necessarily represent good value. He also explains how brands can track website visits, leads, purchases and return on ad spend rather than treating impressions as the final result.

• Why brands should focus on conversions instead of cheap reach
• How niche audiences create more valuable advertising opportunities
• Why first position within an ad break can improve performance
• What brands misunderstand about impressions, downloads and listeners
• How pixels, landing pages and discount codes measure results
• Why podcast ads need creative built for the listening environment
• When sponsoring an established podcast is smarter than launching a short branded series
• How video dynamic ad insertion could unlock evergreen inventory

Andy Maxwell is the co-founder of Earmax Media, a podcast media buying agency working with brands across the UK and Australia. He began his career at a brand agency before moving into broadcast PR, branded podcast strategy and podcast advertising. Andy also produced Whiskey Legends, an eight-part documentary podcast with his grandfather about the evolution of the whisky industry.

https://earmaxmedia.com/our-work

(01:28) Where is the money in podcasting?

(05:39) Why conversions matter more than cheap reach

(08:08) How niche podcasts drive stronger results

(10:41) Measuring podcast advertising performance

(13:00) Active attention versus passive listening

(17:20) What brands misunderstand about podcast inventory

(19:58) Why premium ad placement matters

(24:44) Building Earmax Media

(30:23) Podcast advertising in the UK and Australia

(33:23) Podcasting as the hub of a creator campaign

(35:04) Why great creative still matters

(36:35) Producing Whiskey Legends with Andy’s grandfather

(38:43) Why branded podcasts need promotion

(43:48) What Andy would do differently

(45:39) The future of video podcast advertising

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Helen Parker, managing director and co-founder of Strange Magic, joins PodBiz to discuss what podcasting looks like as the industry moves beyond its speculative boom years and into a more mature phase.

Drawing on her background in technology and nearly six years leading Chalk & Blade, Helen explains why production companies need honest budgets, experienced teams and clearer expectations from the start.

The conversation explores why branded podcasts should not feel like infomercials, why producers need to respect the audience knowledge brands already have and why creative ambition must connect to business goals. Helen also explains why client management should not be pushed onto junior producers, how unrealistic rates damage the freelance ecosystem and why direct communication prevents bigger problems later.

• Why podcast funding is now spread across more revenue sources

• How branded podcasts can serve business goals without becoming adverts

• Why brands and production teams need to listen to each other

• The hidden workload behind professional podcast production

• Why experienced client-facing leadership keeps projects on track

• How freelance rates, realistic budgets and sustainability are connected

• How Podcast in Paradise combines creativity with business planning

(01:44) Where is the money in podcasting?

(03:30) The end of easy money in podcasting

(08:10) Why the industry needed to grow up

(11:08) From the tech boom to podcasting

(18:31) Building Chalk & Blade organically

(20:12) Matching branded podcasts with business goals

(23:19) Setting honest expectations with brands

(25:40) Why producers need to listen to brands

(28:11) Creating content audiences already want

(31:23) AI, transcripts and podcast discovery

(36:22) Launching Strange Magic

(38:43) Why professional podcasts need experienced teams

(42:09) The reality of freelance podcast rates

(45:04) Building revenue beyond advertising

(47:18) Why being direct matters

(49:32) How much branding will listeners accept?

(52:43) What Helen would do differently

(54:25) Creating Podcast in Paradise

(58:01) Why podcasting is growing up

Helen Parker is the managing director and co-founder of Strange Magic. She previously served as managing director of Chalk & Blade, working across branded podcasts, investigative series, commercial strategy and client relationships. Her background in technology and business helps her connect creative production with practical goals, budgets and long-term sustainability. www.strangemagicstudios.com

Some Additional PodBiz Buzz

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Jim Ballas, President of Measurement at Magellan AI, joins PodBiz to discuss podcast attribution, audience data and how better measurement can help publishers sell more effectively while helping advertisers spend more confidently.

Promo codes and basic reporting do not always capture every action a listener takes after hearing an ad. Jim explains how attribution connects podcast exposure to website visits, conversions and other customer behavior, giving advertisers a clearer understanding of which shows and campaigns are delivering results.

Jim shares examples of campaigns where incomplete data made podcast advertising appear less effective than it really was. In one case, adding pixel-based attribution uncovered approximately 33% more conversions connected to podcast advertising. In another, improved measurement increased the percentage of captured impressions from roughly 70–75% to more than 95%.

The conversation also explores video podcast advertising, psychographic audience data, international ad growth and multichannel measurement. Jim explains why podcasting should not be treated like radio, search or television, and why the industry’s history of working with limited user data may position it well as digital advertising becomes more privacy-conscious.

• How attribution builds advertiser confidence
• Why podcast data differs from other digital media
• What counts as a podcast in the video era
• Video podcast advertising and additional ad inventory
• How audience trust drives advertising performance
• Psychographics and more detailed audience targeting
• Measuring podcasts across multichannel campaigns
• Advertising growth in non-English markets
• Why promo codes can undercount podcast conversions
• Host-read ads versus produced advertising
• Why advertisers should treat podcasting as its own medium
• Curiosity, collaboration and solving industry problems

(01:48) Where the money is in podcasting

(03:42) How attribution helps unlock advertising budgets

(06:05) What counts as a podcast today?

(09:15) Podcast monetization growth and rising fill rates

(10:46) How video podcast advertising is performing

(14:02) Jim’s journey from radio to podcast ad tech

(17:56) Protecting audience trust while monetizing

(20:01) Why every podcasting problem is solvable

(22:37) Psychographics and deeper audience data

(23:50) Measuring podcasting across multiple channels

(27:18) Podcast advertising growth outside the US

(31:11) Finding conversions that attribution tools missed

(33:35) What advertisers get wrong about podcasting

(35:20) When host-read podcast ads perform best

(39:07) Curiosity, confidence and career growth

(43:01) The green space still ahead for podcasting

Jim Ballas is President of Measurement at Magellan AI. He began his career in radio ad operations before joining PodcastOne in 2013, where he helped build and develop the company’s advertising technology and eventually became Chief Technology Officer. At Magellan AI, Jim works across planning, measurement and attribution, helping publishers demonstrate the value of their audiences and helping advertisers understand how podcast campaigns perform. His work also includes audience psychographics, YouTube measurement, streaming audio, display, broadcast radio and multichannel attribution.

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

What changes when podcasters stop renting access to an audience and start building a media business they own?

Ainsley Rossitto, Head of Podcasts at beehiiv, joins PodBiz to discuss audience ownership, podcast monetization and the tools creators can use to build stronger direct relationships with listeners.

Downloads show that an episode was accessed, but they do not tell creators everything they need to know about who is listening, how often they return or what they may be willing to buy. Ainsley explains why combining podcast data with newsletters, subscriptions and community can give creators a clearer view of their audience and more control over revenue.

Ainsley also breaks down beehiiv’s expansion into podcast hosting, premium feeds, automated episode emails, community, digital products and AI-powered tools. The goal is not to launch everything at once. It is to build one strong channel, understand what the audience responds to and expand intentionally.

• Why audience ownership matters
• How podcasts and newsletters work together
• Downloads vs. unique listeners
• Premium subscriptions and creator revenue
• Community, retention and audience feedback
• Building a podcast-first media business
• Why creators should not be everywhere at once

(01:52) Where the money is in podcasting

(03:12) Owning and understanding your audience

(05:35) Why beehiiv expanded into podcasting

(10:00) Consolidating the creator tech stack

(15:04) Lessons from NPR and Paramount

(19:07) Monetizing valuable niche audiences

(21:28) Newsletter best practices for podcasters

(25:42) The podcast metrics that matter

(34:06) Why podcast growth has no silver bullet

(36:45) beehiiv’s new podcast tools

(37:27) Community, retention and paid memberships

(43:26) Keeping subscription revenue with the creator

(48:47) Making the podcast the central product

(52:03) Building an independent media company

(58:49) Why creators should not be everywhere at once

Ainsley Rossitto is Head of Podcasts at beehiiv. She previously worked at NPR and spent six years at Paramount developing podcast strategies around major talent and franchises. At beehiiv, she helps build tools for podcast hosting, analytics, subscriptions, community and creator monetization.

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Are subscriptions really the most sustainable source of owned revenue in podcasting—and in media?

In this episode of PodBiz, Norma Jean Belenky speaks with Eric Barnett, Vice President of Revenue at Supporting Cast, about the power and strategy behind podcast subscriptions. Eric breaks down how publishers, networks, and independent creators can build owned revenue streams, structure high-converting bonus content, and expand into corporate internal podcasting.

As he puts it: “The ice cream in the sundae is your bonus content—that is the main star people are coming to the subscription for. All the other stuff like merchandise discounts, community, and events are the whipped cream and cherry on top.”

Here are some insightful moments within the episode:

• Why subscriptions offer revenue that podcasters truly own

• How Slate Plus led to the founding of Supporting Cast

• Why bonus content drives more subscription conversions than community features alone

• Finding the sweet spot for subscription pricing and episode cadence

• Key benchmarks for when a podcast should launch a paid tier

• Best practices for audio calls to action and Spotify Open Access integrations

• How internal company podcasts cut through corporate email fatigue

Eric Barnett is the Vice President of Revenue at Supporting Cast, the leading independent podcast subscription platform powering premium experiences for major publishers, networks, and creators. With nearly 15 years in the audio industry, including extensive work in digital audiobook distribution at Findaway, Eric specializes in business development, partnerships, and monetization strategies across audio and corporate media.

Connect with Eric on LinkedIn: / in / eric-barnett-audio

Learn more at Supporting Cast: www.supportingcast.fm

Episode Chapters

00:00 – The Ice Cream Sundae Analogy for Podcast Subscriptions

00:28 – Welcome to PodBiz

01:17 – Introducing Eric Barnett & Where the Money Is in Podcasting

02:57 – The History of Supporting Cast & Slate Plus

05:49 – Subscription Trends: Networks vs. Independent Creators

08:42 – What Bonus Content Actually Works Best?

10:45 – Bonus Content vs. Building a Community

12:03 – PodBiz is Brought to You by Lean and Loaf

13:18 – Pricing and Release Cadence Strategies

15:05 – Starting with One Tier vs. Launching Multiple Tiers

17:42 – When is the Right Time to Launch a Subscription?

19:57 – Best Practices for Promoting Your Subscription

23:20 – Eric’s Journey in Audio: From Audiobooks to Podcasting

27:30 – How Gated Podcast Technology & Individual RSS Feeds Work

31:17 – The Mindset Needed for Long-Term Subscription Success

32:43 – The Power of Internal Corporate Podcasting

39:25 – The Importance of Relationships in Business

41:58 – Common Mistakes Creators Make with Subscriptions

44:24 – Managing Subscriptions Across Large Networks

46:10 – What Eric Would Do Differently Starting Over

48:02 – The Future of Podcasting

Some Additional PodBiz Buzz…

“I believe the real money and the money that you truly own is with podcast subscriptions.”

“It’s not something that you’re adding to your show; it’s something that’s a part of your show.”

“When you own that revenue, it’s life-changing for these podcasts—it changes the trajectory of the whole show.”

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.

Podcast advertising has traditionally been driven by scale, with major brands concentrating their budgets on the largest and most recognizable podcasts. But highly engaged niche audiences, creator-led communities and influence across multiple platforms are creating new opportunities for both brands and podcasters.

In this episode of PodBiz, Ricardo Neto, Managing Director of US Sales at Acast, explains how brands are evaluating creators beyond RSS downloads. Podcast hosts are increasingly building influence across YouTube, social media, video, live events and branded experiences, giving advertisers more ways to reach their audiences and creators more ways to monetize their work.

Ricardo also shares why smaller shows can sometimes generate deeper engagement, how authentic brand relationships can grow from a host-read ad into a much larger partnership and why podcasting’s open ecosystem remains important as the industry expands.

As Ricardo puts it:

• Why major brands are investing more meaningfully in podcast advertising
• How Acast evaluates creators across RSS, social media and YouTube
• Why niche audiences can be more engaged than audiences of larger shows
• How brand safety and suitability tools are helping more advertisers enter podcasting
• Why creator partnerships can grow from host reads into branded content, events and tour sponsorships
• How video gives podcasters access to content and video budgets
• Why podcast listeners will increasingly move between audio and video
• How authentic brand partnerships can motivate audiences to take action
• Why curiosity matters as podcasting continues to evolve
• What Acast looks for when hiring multiplatform podcast sales professionals

Ricardo Neto is the Managing Director of US Sales at Acast, where he works with brands, agencies and creators to develop podcast advertising and omnichannel partnerships.

Before joining Acast, Ricardo worked at Spotify during a period of significant investment and expansion within podcasting. His experience spans digital audio, podcast advertising, creator partnerships and the New York advertising industry.

(01:27) Where is the money in podcasting?

(03:58) Defining the podcast-first creator

(06:47) Measuring influence beyond RSS downloads

(09:58) Why audience fit matters more than size

(11:13) Brand safety and suitability in podcast advertising

(14:00) Why niche podcast audiences drive engagement

(16:03) Moving advertisers beyond vanity buying

(19:14) Growing host reads into larger brand partnerships

(20:33) Ricardo’s journey from Spotify to Acast

(24:38) Competing for video and content budgets

(27:59) Protecting the open podcast ecosystem

(30:00) How listeners move between audio and video

(32:08) Why the podcast industry remains collaborative

(34:27) Helping creators build sustainable careers

(37:11) How loyal audiences support podcast advertisers

(38:36) Simplifying omnichannel creator campaigns

(40:20) Staying curious as the industry changes

(44:02) How sales teams work directly with creators

(46:00) Building a multiplatform podcast sales team

(49:06) The future of omnichannel podcasting

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

Hosted on Acast. See acast.com/privacy for more information.