Podcasting from three sides – buy, sell, attribution – with Sarah Cotenoff

Sarah

Sarah Cotenoff, Head of Partnerships for Podsights (analytics and attribution for podcast advertising), joins MouthMedia Network CEO Rob Sanchez for a conversation covering a rare look from all sides of podcasting — buy, sell, and attribution…

SarahPlus — a perspective on the state of the market, thoughts on whether are we at the saturation point of new content and new dominant content creation players, and the impact of changing and professionalization of statistics side of the industry on the advertising market. And, a reaction at the new podcast listening measurement platform RAD.

 

Drawing the line with audio data, discovery, targeting, and advertising

Why podcasts need to think through discovery (how much is too much), where prediction and control begin and end, and what is the “creep factor” in audio data — plus an interview with Sarah Rhea Werner of “Girl In Space” and “Write Now with Sarah Werner” podcasts, and headlines from podcasting and on-demand from Podnews…

  • As a medium not good at discovery, targeting or advertising — starting growth pains and spurts with solving these issues
  • The relevancy of GDPR, Facebook privacy, Cambridge Analytica, and a new national consciousness
  • Podcasts have been asking for more audio data and analytics, so what comes with that
  • We don’t have a lot of tools for targeting and engaging users, and networks are starting to create them
  • What’s a good experience and what’s a bad experience in podcast players?
  • Targeting and re-targeting, and how much data can be deployed and gathered on one individual listener, and the need to understand when it crosses the “creep line” despite value for marketers
  • What type of model are we building for listeners — aggregated buckets and themes, or targeted for the individual listener?
  • Why gathering data in hopes to sell it can be a bad play in some circumstances
  • Hyper-targeting and psychographics profiles, and acclimated to feeling OK with selling or trading our privacy data in the United States, and therefore a lot of our behavior can be predicted on an aggregate level
  • Not much we can do to unplug our privacy at this point, even when disconnecting
  • At what point do we put the control of privacy and data back in the hands of the user and listener?
  • Responsible and acceptable targeting, and control over our own experience vs. that created by an algorithm

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In this episode: