The US often leads the pack in terms of digital advertising adoption and innovation. But that’s not the case with programmatic audio.

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

Daily time spent with digital media will surpass traditional media in 2018. Increased time with digital video, which will reach 1 hour, 26 minutes, is a main driver of the increase of time spent with digital media.

More than one-fifth of the US population will listen to a podcast at least monthly in 2018. Even though the medium can be a powerful vehicle for advertisers to reach a so-called “unreachable” audience, most major brands have yet to take advantage of the opportunity.

National Public Media's Gina Garrubbo and Bryan Moffet discuss why advertiser interest in NPR's podcasts keeps growing, and how it works with advertisers to create organic ads.

Alex Shear, director of acquisition at Simplisafe, talks about why the brand invests in podcast advertising and how it creates ads that audiences actually want to hear.

Rion Swartz, senior director of marketing and brand management at LegalZoom, talks about the evolution of podcasting and how to best capitalize on listeners.