Part of the problem, is that marketers have no way of tracking how many times their ads are heard and are unable to swap out old advertisements once campaigns have
run their course. However, industry execs say they may have fixed the problem, as companies have begun distributing files that attach to the podcasts, giving advertisers a way to track and change old
Meanwhile, some 15 companies, including Apple and NPR, recently announced the formation of the Association for Downloadable Media, which is designed to help executives improve methods for creating, distributing and tracking ads in podcasts. And the implication is big: Does the future of iTunes then belong to ads? You bet. Think free ad-supported movies and the option of free music with ads vs. pay-per-download.