Despite improvements in podcast advertising that have made it easier to buy ads through programmatic channels, buyers are slow to adopt true programmatic podcast buying through a demand-side platform, according to buyers who spoke with Digiday.There are a variety of reasons for this: host-read ads are still king in the medium, not all podcast networks or shows have inventory available to buy programmatically, and buyers often feel the need to vet the content to ensure contextual alignment when targeting specific audience segments or category verticals across a number of podcast networks.
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