iHeartMedia and podcast technology company ART19 today announced an innovative partnership to bring ART19 podcasts to iHeartRadio, via an Application Program Interface (API) and to provide podcast publishers with data regarding the number of listeners that heard a specific advertisement and when they heard it.
ART19 podcast publishers on iHeartRadio will receive more detailed listener information about when users start, stop, and skip during an episode, as well as listener demographics. These audience insights will allow podcasters to better monetize their content based on confirmed ad impressions, not just downloads, as well as enable advertisers to serve dynamic, targeted ads. The new advertising model combined with first-of-its-kind listener behavior data will attract new advertisers to podcasts, presenting a revenue growth opportunity for the entire industry.
"A big issue facing the podcast industry today is limited measurement," said Chris Peterson, Senior Vice President of Podcasting for iHeartRadio. "With iHeartRadio's extensive pool of listener data and ART19's distribution technology, we will be the first platform to provide podcasters with detailed analytics. Together, we're excited to implement a new robust ad-tech solution that is sure to drive the growth of the podcast industry."
"60 million people are listening to podcasts in America now. It's a huge market and a wildly effective advertising medium," said Sean Carr, CEO of ART19. "By offering better data to the podcasting industry, monetization will catch up with audience scale, and that will be good for everyone. A rising tide lifts all boats."
ART19 podcasts are available beginning today on iHeartRadio.com, including top shows from the popular podcast curator Wondery. "This is a big step for the podcasting industry," said Hernan Lopez, CEO of Wondery. "Together, iHeartRadio's massive reach and ART19's unique technology are going to give us a wealth of new data illuminating how powerful the medium is for advertisers. It's very exciting."
