Marketecture: Get Smart. Fast. Milly Botes on How Acast is Powering the Business Side of Podcasting
Jun 23, 2025
Ari Paparo chats with Milly Botes, VP of Product Management at Acast, a leader in podcast monetization. Milly discusses the fascinating evolution of podcast advertising, emphasizing dynamic ad insertion and the success of host-read ads. She reveals how Acast leverages AI to enhance podcast discovery for advertisers. The conversation also navigates the complexities of sponsorships, highlighting the significance of a transparent marketplace, and how audience data is transforming ad matching efficiency in the evolving landscape of podcasting.
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Acast's Podcast Monetization Role
- Acast is a leading independent podcast monetization company connecting advertisers and creators.
- It hosts and monetizes 140,000 shows through ad sales and dynamic ad insertion.
Power of Host-Read Ads
- Host-read ads carry 49% better recall than pre-recorded audio ads due to host authenticity.
- Dynamic insertion enables personalized, targeted ads that boost trust and impact.
Example of Host-Read Ad
- Hannah Burner from the Giggly Squad podcast might say, "I just had the most amazing burger at McDonald's last week."
- This illustrates how host-read ads feel authentic and trustworthy to listeners.