Growth in targeted advertisement is being exercised more and more in the online-advertising world. Podcasts is also moving into this space by selling marketers space for targeted ads.
Although it is hard to monetize on the Podcast platform, but by allowing a third-party information management- Nielsen- Podcast will be able to pinpoint who their true audiences are. Large portion of Podcast's audience often downloads or streams free contents, therefore it is very hard to collect informations in the digital channels.
The partnership allows Podcast to identify and dissect audiences into 60,000 unique groups. To better describe the magnitude Podcast's targeted advertisement growth is steadily growing with 85 percent increased this year, more rapidly than the last two years.
[sources: http://www.adweek.com/digital/the-panoply-network-is-now-using-nielsen-data-for-targeted-podcast-advertising/ ]
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