Topic: Advertisers

Dave Jones provides a "Quote of the Week" regarding the conflict between advertiser data collection and ad-skipping technology. The segment concludes with a discussion about a brand of chocolate called "Chocolove," which inspires the episode title.

The hosts contrast the community-based value-for-value model with the "podcast industrial complex" that prioritizes download metrics and advertising. Curry argues that building a community rather than an audience provided stability during the COVID-19 pandemic and created a lasting ecosystem of meetups and listener engagement that transcends individual hosts.

The No Agenda show demonstrates a successful community-supported model where small businesses, such as Image Makers Inc and Manuka Gold, provide significant monthly support in exchange for verbal credits. Unlike traditional advertising, this model requires no contracts or approved ad copy and fosters a "circular economy" where listeners support each other's businesses. The hosts argue that building a dedicated community is more sustainable for podcasters than chasing download numbers or traditional ads.

Adam Curry proposes the creation of the Podcast Data Collective (PCDC) to leverage the power of independent podcast apps. Drawing on his extensive background in advertising at MTV and with brands like Budweiser, he suggests that a collective of "misfit" developers can disrupt the industry by providing honest data directly to advertisers.

Adam Curry argues that while ad networks and agencies may fear real data, the actual companies paying for ads want the truth about what is working. He suggests that exposing the "bogus" nature of current metrics might actually cause CPMs (cost per mille) to rise as high-quality inventory becomes more scarce and valuable.

The Alliance for Measurement in Podcasting (AMP) emerged from a secret working group to address standardized metrics in the industry. Members include Spotify, SiriusXM, DraftKings, and United Talent Agency, led by Dan Granger of Oxford Road. The hosts criticize the group for excluding independent app developers and focusing solely on high-level advertising budgets rather than the broader podcasting ecosystem.

The discussion explores whether podcast users actually care about being tracked for advertising purposes, concluding that most are already monetized across other platforms. Sam Sethi joins the conversation via the live chat, indicating he would accept money in exchange for providing first-party data from his app. The hosts suggest a "reverse SATs" model where listeners could even be paid a small amount to hear ads.

Mike Dell, VP of Operations at Blueberry, joins the boardroom to discuss ad monetization and the recent closure of the BIPOC Podcast Creators group. He expresses support for the idea of app developers receiving a cut of ad spend if they provide valuable data. The conversation also touches on the decline of DEI-funded initiatives in the podcasting space as corporate "virtue signaling" budgets dry up.

Blueberry's internal efforts to combat ad fraud involve sophisticated filtering systems to block bots and illegitimate traffic, particularly from programmatic ad networks. Mike Dell reveals that Blueberry discontinued its credit-card-free trial because bad actors were using it to spin up fake podcasts and hit them with bot farms to collect ad revenue. The company now requires a credit card upfront to deter these fraudulent activities.

A boostergram from CSB highlights a new interview with Andrew Grumet, an early pioneer in podcasting technology who worked with Adam Curry at Mevio. The conversation then turns to Libsyn's perceived shift from a hosting-first company to an advertising agency. The hosts note that key figures like Rob Walch and Elsie Escobar have left Libsyn for Captivate, signaling a change in the company's focus.

The podcast industry faces a growing scam where AI-generated episodes are paired with automated listening bots to steal advertising revenue. Unlike music streaming on Spotify, which uses first-party data, podcasting remains an open ecosystem vulnerable to fake downloads from home-based router botnets. While digital advertising has struggled with click fraud for decades, the scale of automated content creation presents a new challenge for industry metrics.