2017 was the first year that Ad Results Media’s clients spent more in podcasting than radio?—?all because the revenue from podcasts is growing so quickly. To put this into context: as podcasts audiences continue to grow, Ad Results Media has seen rates for podcast ads go up as much as 4,000 percent proportionally.The wider industry’s ad revenue reflects this growth: between 2016 and 2017, ad revenue grew 85 percent and is expected to reach more than $220 million by the end of 2017.

How close is the podcast industry to adopting standards across the board?Once the leading companies implement them, we’re going to get to a level playing field where everybody is speaking about the same numbers when it comes to a download. When Apple allows publishers to share [listener] data with advertisers and analytics companies, we can start to track the relation between listening patterns and results. Hernan Lopez