Panoply Announces Dynamic Ad Platform
Jeremy Barr writing for AdAge
It allows for one-click insertion of ads into podcasts, geo-targeting of ads to specific podcast consumers, and A/B testing to see what’s working best. Its dynamic ad insertion capabilities also let podcast publishers place new ads in back episodes, an potentially remunerative capability for podcast publishers that have extensive archives.
Dynamic Ads are only relevant for shows with a large back catalog where producers are looking to make money from the long-tail
Targeting is still missing very important cohorts - being able to target by age, gender is still impossible.
Panoply has also inked New York-based Gimlet Media and its six podcasts as a customer.
Seems a wise move by Gimlet to get in now while they still have a fairly small back catalog to save time and effort in future.