The news: Substack launched infrastructure to power podcast advertising on its platform.

• Creators will be able to use dynamic ad insertion to place sponsored content in new episodes and update material in their back catalog. Early-access sign-up is now available.
• And for those who don’t want to seek out ad partners themselves, third-party sponsorship marketplaces will be available.

Podcasters will also have access to measurement data certified by the Interactive Advertising Bureau (IAB).

Why this matters: Previously, creators had to record ads directly in their episodes—dynamic ad insertions replace this DIY method with a systematic one that could help Substack creators earn more income beyond subscriptions. And marketplaces could have a similar effect by removing obstacles to finding ad partners.

While Substack is not a major podcasting hub—podcasters have far more reach on platforms like Spotify and YouTube—the platform’s creators offer devoted followers who may be more likely to trust ads appearing in favorite shows.

Substack’s ad tools also open the door for marketers to be more involved in the platform. Brands are broadly responding to the value of this tier of creators—we expect them to increase spend with nano-influencers (those with 1,000 to 4,999 followers) to 21.5% of influencer marketing budgets in 2027, nearly double the share in 2023. Mid-tier, macro-, and mega-influencer shares will fall, per our forecast.

Recommendations for marketers: Treat Substack podcasts with the same level of depth and intention required when showing up in other content on the platform.

• Prioritize host-read ads to tap into the trust that listeners already have in creators.
• Focus messaging on driving brand affinity to build long-term relationships with Substack’s loyal audiences.
• Choose partners based on patterns of successful shows—podcasts that feature guests, have episodes longer than 20 minutes, and publish between weekly and monthly.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.