Podcasts have certainly matured over the years, and a sign of proof of this comes from Podsights (they provide attribution, cross-platform reporting and competitive insights for podcast advertisers and publishers).
In an announcement made on March 23, “Podsights raised $4M in new venture funding led by Newark Venture Partners with participation from Graham Holdings, Aglaé Ventures, and our existing investors Greycroft, Supernode Global, BDMI, and Betaworks.“
Sean Creeley, the CEO of Podsights, was asked about this channel:
“Podcast advertising is now measurable. When stacking podcast advertising next to digital, TV or social, marketers traditionally lacked vital metrics to improve their campaigns. Between attribution, the innovations in ad servers, and podcasting’s growing reach, large advertisers are increasing their commitments to the medium.”