Category: In the News

In 2025, podcasts are more attractive than ever to advertisers who want to reach young and plugged-in consumers. As podcasting evolves from an audio medium into a video medium, brands are increasingly viewing the format as premium, complete with high viewability, strong engagement and audience quality. As a result, brands are starting to pull from budgets beyond their usual audio advertising funds, including those earmarked for influencer marketing, for their podcasting spend.

On Tuesday, June 4, podcasting research and consultancy firm Sounds Profitable will release a report on podcasting’s place within the broader world of ad-supported media. The online study, done in partnership with Signal Hill Insights, analyzed the responses of 5,005 Americans above the age of 18 in January and February 2025 — and Digiday got a sneak preview. Here are some of the key takeaways.

Frequent podcast listeners remember ads more than top consumers of other media

Sounds Profitable’s data report included questions that focused on what the company calls “prime users” — the most engaged and loyal consumers who tune in to their preferred medium daily — with the goal of understanding the reach of advertisers’ messaging to both casual consumers and dedicated podcast listeners.

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IAB Tech Lab has used its annual summit to announce two major initiatives aimed at modernizing digital advertising infrastructure and content governance, as well as addressing some of the fundamental challenges that generative AI and LLMs pose to content monetization.

The two-part announcement details two key initiatives with the LLM Content Ingest API Initiative, addressing publishers’ concerns prompted by AI agents and large language models, as well as AI-driven search summaries that reduce publisher traffic. Meanwhile, its Containerization Project is geared toward the development and maintenance of programmatic infrastructure (see more below).

• The LLM Content Ingest API initiative proposes a technical framework to help publishers and brands control how their content is accessed, monetized, and represented by AI systems, aiming to address traffic and revenue losses caused by generative AI. These APIs can then be used to control access to publisher content by LLMs, with the two then able to agree on monetization models.  

• The Containerization Project introduces standardized container technology for OpenRTB to streamline ad tech deployment, improve scalability, and reduce latency across the programmatic supply chain. This includes specialized bid enrichment and evaluation partners, mounting scaling challenges, especially for live events, fragmented systems, and uneven performance, which have made the current foundation difficult to evolve.

IAB Tech Lab is inviting publishers, brands, LLM platforms, and AI agent developers to provide feedback on the proposals, with a workshop for the LLM Content Ingest API scheme planned for next month. Elsewhere, the Tech Lab Containerization Project Working Group is responsible for leading the separate effort, with representatives there also requesting feedback on the initiative.

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