BlackInc Client Podbridge Scores Forbes.com Deal (posted by Brad Bowers)

rExciting news today from our client Podbridge. They announced a significant deal with Forbes.com (which was brokered by BlackInc) that has Forbes using Podbridge’s services to deliver ads into their podcasts (especially video)as well as track them.

I can’t disclose names at this time, but this is one of many deals to come. With Podbridge, we are in conversations with all of the top podcast publishers on the internet and the solution is being warmly received.

This is because the Podbridge solution is the only one available that provides

• Powerful and dynamic ad serving within podcasts – well beyond standard hard-coding of ads

– Ad rotation/management (ability to “switch out ads")

• Accurate measurement of podcast usage, including demographics (not on downloads or survey data, but actual user consumption); and ads”)

– Targeted ad serving (ability to target by demo and/or location)

It is abundantly clear that advertisers will require tracking information for podcast advertising as they do for all other online media. To date, some advertisers have supported podcasts solely on the basis of downloads (which is a somewhat meaningless number given that a download does not equate to a listen or view), but this is already changing.

Forward-thinking podcast publishers, such as Forbes, see this trend and know it’s only a matter of time before tracking actual consumption, and having the ability to target and rotate podcast ads will be one of the main things required in order to build long-term, sustainable revenue from their podcasting efforts.

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