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 more accessible than ever before, while examining what this shift means for creators, advertisers, and the industry as a whole.
In this episode, you'll learn:
- What's changed most in programmatic podcast advertising over the past two years
- Why local and regional advertisers are increasingly investing in podcasting
- How expanded inventory and scale are helping unlock new advertising budgets
- Which advertiser categories are entering the space for the first time
- How podcasting can balance programmatic efficiency with the authenticity listeners value
Whether you're a creator, advertiser, agency professional, or industry observer, this conversation offers valuable insight into one of the most important growth opportunities shaping the future of podcast advertising.
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