Podcast advertising revenue
in the U.S. is set to grow in the coming years and will only be helped by ad-tracking, according to the most recent analysis from the Interactive Advertising Bureau and PwC.
The current major gap in advertising on podcasts is the lack of standardized ad-tracking metrics. Buyers are looking for those same granular metrics, like impressions, that are commonplace in other digital buys
when exploring podcasting as an option for a campaign.
With the development of metrics in the advertising landscape, advertisers can begin to use standardized data-driven checks to see whether listeners are in fact listening to their ads. Apple kicked off the push for more transparency on how people consume podcasts in 2017 when it opened analytics to podcast publishers. Some notable developments in this field were continued in December 2018, when NPR
released the Remote Audio Data (RAD) system and IAB
created a podcast measurement certificate program.
Despite the progress that the podcasting-ad market still must make, advertising revenue from podcasts is projected to grow by almost 30 percent in the U.S. this year alone. That year-over-year growth is part of a general upward trend, with IAB and PwC estimating that between 2016 and 2020 ad revenue from podcasting is forecasted to increase by 290 percent.