RAIN News ponders whether ad injection and programmatic are good for podcasting, which is experiencing explosive growth. The verdict is mixed. RAIN says ad injection "is central to programmatic
delivery (not all ad injection is programmatic, but all programmatic ads are injected). Ad injection solves a problem in podcasting, which might be termed
ad staleness....Ad injection
happens at the server call — when a listener clicks a Play or Download button. Without ad injection, that person hears whatever ads were baked into the show when it was released, no matter how
out-of-date and un-contextualized they are in the present. With ad injection, the ads are current and relevant, no matter how old the show. ...Programmatic advertising is traditionally an impersonal
campaign format, so the idea that it could skewer podcasting’s growing success is understandable. Anytime context is lost, there could be loss of effectiveness. But there are a
few points to argue against a gloomy prediction when it comes to automation entering podcast buying."
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