Gumball, the marketplace for advertisers to buy host-read ads directly from podcasters, is splashing a new audio ad format called Adaptive Ads, touted by the company “to make podcast ads smarter, more relevant, and easier to scale.” Content + Scale is the guiding strategic formula.
The premise is that host-read podcast ads are the gold standard for podcasting, but as custom-made spots they are difficult to scale. That problem particularly affects back catalogs and large neworks, the company says.
The new Adaptive Ads product promises to bridge the gap, using AI to analyze the content of podcast episodes and generate unique ads. Ideally, those ads feel like part of the conversation. “No copy-paste announcer reads, no invasions of listener privacy. Just smarter, better ads,” says Marty Michael, Gumball CEO and Co-Founder.
“And we’re building this with intention,” Michael asserts, addressing potential concerns that cross over from advertising to entertainment issues with using AI voices. He promises that “Adaptive Ads use professionally trained and compensated voice actors.” Additionally, every script undergoes human review. “We’re focused on ethical innovation,” Michael said,” no cutting corners.”
Adaptive Ads are compliant with VAST (Video Ad Serving Template), making them highly portable across platforms.
Launch partners include media neworks Audioboom, Backyard Ventures, and QCODE.
Marty Michael’s personal announcement (with video) is HERE.
