Podcast Advertising Playbook

Author: Heather Osgood

This podcast is dedicated to helping listeners better understand podcast advertising. Whether you're in advertising, marketing, or simply a podcaster interested in learning more about the podcast advertising world this show is for you. We'll provide techniques for implementing your ad campaigns, setting budgets, and expectations giving you the knowledge and expertise to become a podcast advertising expert.
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Language: en

Genres: Business, Entrepreneurship, Marketing

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Beyond Downloads: Rethinking Podcast Measurement
Episode 217
Wednesday, 18 March, 2026

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Jonas Woost, Co-Founder of Bumper, to explore how podcast measurement is evolving beyond traditional metrics. Jonas shares how shifting from downloads to deeper consumption data can unlock more accurate insights, helping advertisers and publishers make smarter decisions and build stronger campaigns. In this episode, we cover: Why downloads alone fall short and how consumption data provides a clearer view of performance Where impressions fit and what better reporting should look like for advertisers today Why podcast retention and ad engagement are still undervalued and under-communicated What’s ahead for the industry, including collaboration, video integration, and AI’s impact on creative If you’re looking to better understand how measurement is evolving and what it means for your podcast advertising strategy, this episode offers a clear and practical perspective on where the industry is headed.