By Daniel Tjondronegoro
Special to RBR+TVBR
For years, audio advertising — broadcast radio, streaming audio and podcast alike — carried the same quiet problem. Buyers loved the format and they loved the audiences, but what they could not prove was reach. You could show how many downloads a podcast had, or the cumulative audience of a radio daypart, but not how many unique people actually heard an ad, whether those people had already been reached elsewhere in the same campaign, or whether the spend moved anything.
That is starting to change, and the whole category is better for it.
