Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
The IAB’s Podcast Upfronts in May touted advancements in dynamic ad insertion, measurement and attribution and brand safety and suitability, as well as the rise of podcast networks. But ad agencies say the technology powering podcast-based marketing is not sufficiently developed to deliver what advertisers need to effectively target impressions and measure campaign effectiveness. And they believe the industry should do more to address brand safety concerns around podcast content.
