Tuesday, June 13, 2017

Podcasts, Analytics, and Centralization

Ben Thompson:

In fact, I expect these analytics to have minimal impact, at least in the short run. For one, every indication is that analytics will only be available to the podcast publishers, although certainly advertisers will push to have them shared. More pertinently, though, all of the current podcast publishers know exactly what they are getting: X amount of podcast ads results in Y number of conversions that result in Z amount of lifetime value.


What more data does do is open the door to more varied types of advertisers beyond the subscription services that dominate the space. Brand advertisers, in particular, are more worried about reaching a guaranteed number of potential customers than they are tracking directly to conversion, and Apple’s analytics will help podcasters tell a more convincing story in that regard.

See also: Manton Reece, Padraig O Cinneide.

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