Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Programmatic Podcast Ad Spending Will Double in 2020

Programmatic podcast ad spending in the US, which we are forecasting this year for the first time, is growing at a fast rate from a small base. We define such ad spending to include podcast ads that are transacted and fulfilled via automation. Spend will double from last year to $31.3 million and reach $106.5 million by 2022.

Just 4.0% of total US podcast ad spending will transact or be fulfilled programmatically, up from 2.2% last year. That figure will increase to 8.0% in 2022.

There are multiple reasons why programmatic has been slow going into podcasts:

  • Some podcast publishers haven’t adopted the necessary ad tech to facilitate these transactions.
  • Apple, which controls one of the most popular platforms for podcasts, has been reluctant to share listener-level data with advertisers, making targeting and measurement more difficult.
  • Brand awareness, which is influenced more by overall reach than hypertargeting specific segments, has become a more common podcast campaign goal.
  • Some podcasters fear that programmatic could reduce their ad prices and ruin the user experience, so they turn to embedded host-read ads instead.
  • Some ad buyers prefer embedded host-read ads because they find them to be more effective.

Nearly half (47%) of US podcast advertising was purchased on an annual rate in 2019, and 31% was purchased quarterly, according to the Interactive Advertising Bureau (IAB). Some 21% was bought on a scatter basis. And only 1% was purchased programmatically.

When so much inventory is purchased well before a campaign runs, it restricts programmatic’s role.