Latest Episode

Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space

For years, podcast advertising has been largely driven by national brands. But that is beginning to change. In this episode of The Podcast Advertising Playbook , Heather Osgood sits down with Scott Porretti, President of Katz Digital, to discuss how programmatic advertising is expanding podcasting's reach and opening the door for local and regional advertisers. Together, they explore how advancements in buying technology, audience targeting, and inventory access are making podcast advertising mo

Recent Episodes

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Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space
226
June 24, 2026

Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space

For years, podcast advertising has been largely driven by national brands. But that is beginning to change. In this episode of The Podcast Advertising Playbook , Heather Osgood sits down with Scott Porretti, President of Katz Digital, to discuss how programmatic advertising is expanding podcasting's reach and opening the door for local and regional advertisers. Together, they explore how advancements in buying technology, audience targeting, and inventory access are making podcast advertising mo
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The Next Era of Podcast Creation
225
June 10, 2026

The Next Era of Podcast Creation

Artificial intelligence is rapidly reshaping the media landscape, but what does that actually mean for podcasting? On this episode of The Podcast Advertising Playbook, Heather sits down with Jeanine Wright, Co-Founder & CEO of Inception Point and former executive at Simplecast, AdsWizz, and Wondery, to unpack what AI-generated audio could mean for creators, advertisers, and the future of content itself. Why AI-generated podcasts are emerging now, and what problems they solve for creators and med
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Podcast Search Optimization and the Future of Discoverability
224
May 27, 2026

Podcast Search Optimization and the Future of Discoverability

This week on The Podcast Advertising Playbook , Heather Osgood sits down with Jennifer Han, CMO at Ausha, to explore why podcast discoverability remains one of the industry’s biggest challenges and why that may finally be starting to change. Jennifer breaks down the rise of Podcast Search Optimization (PSO), how listener behavior is evolving, and why publishers need to rethink growth strategies in today’s increasingly competitive landscape. The conversation also dives into Ausha’s recent collabo
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Smarter Podcast Inventory Starts Here with Frequency & Flightpath
223
May 13, 2026

Smarter Podcast Inventory Starts Here with Frequency & Flightpath

This week on The Podcast Advertising Playbook, Heather Osgood sits down with Pete Jimison, CEO of Frequency, and Sean Howard, CEO of Flightpath Software, to discuss how predictive intelligence, centralized marketplaces, and smarter inventory management are reshaping podcast advertising. As podcasting continues to mature, publishers and advertisers alike are looking for more efficient ways to forecast inventory, reduce unsold opportunities, and build stronger long-term campaigns. Pete and Sean un
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The Signals Shaping Podcast Advertising in 2026
222
May 6, 2026

The Signals Shaping Podcast Advertising in 2026

In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with the team at Magellan AI to unpack the insights behind Beyond the Buy: Smarter Podcast Advertising for 2026 , a new guide exploring how data, attribution, and market intelligence are reshaping the future of podcast advertising. Together, they dive into why podcast audiences and streaming audiences behave differently, what incremental reach really means within audio, and why podcasting continues to command consumer
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Building in a Regulated Space: What Kids & Family Podcasting Teaches Us About Advertising
221
April 29, 2026

Building in a Regulated Space: What Kids & Family Podcasting Teaches Us About Advertising

In this episode of The Podcast Advertising Playbook , host Heather Osgood sits down with Jed Baker, former CEO of Starglow Media and now Head of Audio at SuperAwesome. Jed shares the story behind building Starglow into a leading kids and family podcast network, and what ultimately made its acquisition by SuperAwesome the right strategic move. The conversation dives into the unique challenges and opportunities of operating in a highly regulated category, and why the kids and family space may be o
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About the Host

HEATHER OSGOOD Profile Photo
HEATHER OSGOOD

Founder

Heather Osgood is the founder of True Native Media, a boutique podcast representation agency specializing in podcast advertising. With an extensive background in radio advertising and a love for podcasting, Heather was uniquely positioned to start an agency that could help advertisers get better results and assist podcasters in finding sponsors.

She is an influential voice in the podcast advertising space and has sold over 60K ads in six years. Heather is also the Podcast Moneymaker's creator, a course designed for podcasters who want the formula, tools, and tactics to get advertisers in 6 weeks.

Heather can be credited for contributing her expertise to major podcasting events like Podcast Movement, PodFest, and more. She is the host of The Podcast Advertising Playbook, a show dedicated to educating anyone interested in podcast advertising.

When Heather is not playing matchmaker to brands and podcasts, you will find her hiking and spending time with her family at the beach.