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Podscribe released its Q3 2024 performance benchmark report. Among the findings in US podcast advertising:
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Podscribe has launched a new IPv6 tracking solution, which the company says could prevent loss of up to 50% of attribution numbers. The system now collects IPv4 and IPv6 addresses.
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IPv6 is the future of how our phones and devices connect to the internet - but, says Podscribe’s Pete Birsinger, IPv6 has a massive effect on attribution technologies: reducing results by up to around 50% for some campaigns. The company can correctly model for the differences, he says.
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Run your podcast ad too often, and it won’t work as well. That’s according to the latest Podscribe Performance Benchmarks Q2 2024 report, which you can get free here. The fourth edition of the data suggests that host-read ads often work twice as well as others; and performance goes down by 60% if you play the same ad more than twice in the same show. There’s a free webinar tomorrow at 3.30pm ET to get more detail.
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Ad analytics service Podscribe is now IAB v2.2 compliant. It gained compliance on Tuesday. We list all IAB certified podcast companies.
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