The move from niche to mainstream for podcasting has been a promise for several years. If the many major media companies touting a slew of new shows at last week’s IAB’s Podcast Upfront is an indication, the time is just about here. Some would argue that podcast ad spending of $315 million in 2017 is a drop in the media ocean. Others would point to the projected doubling of those dollars to $629 million by 2020* for a boost in confidence that ad dollars are well spent. And, when freshman podcast efforts for both Ellen DeGeneres and Dr. Phil McGraw are announced in the same Upfront, you can be pretty sure it’s time to dive in.