Podcasts could be the golden ticket for marketers seeking to stand out in today's cluttered media environment. On-demand audio attracts engaged consumers, features popular hosts and can build brand awareness and move products -- all highly coveted attributes. However, what podcasts don't offer is detailed intelligence on who is listening to shows and to the ads therein. In this age of data-driven ad buying, most marketers demand metrics to prove return on investment. Until the industry can produce more granular data, podcast advertising could cool, even as listening heats up.
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