The top podcaster is taking his show to Spotify in a licensing deal thatThe tie-up is the latest example of how Spotify is willing to pay for big acquisitions to move further into podcasting.
"Spotify's business is predicated on streaming music, and it's not as lucrative as if they own the content itself," he said. "They have an ambition to scale podcast advertising." One of the bigger challenges for Spotify's advertising ambitions is to maintain the high-quality, native ads that hosts read during programs. The promise of programmatic audio advertising is that it helps advertisers scale ads across programs but some marketers worry that will water down their messages.
"They paid a lot, but it gives Spotify more listening and top of funnel because you bring in more listeners and they may become paying subscribers," said Erik Diehn, CEO of podcast company Stitcher.
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