In a notable piece of dealmaking, LibSyn has acquired the podcast ad-monetization business for This Week in Tech (TWiT), one of the most venerable podcast networks.
TWiT was founded by tech/podcast celebrity Leo Laporte in 2005 — it was one of the world’s first all-tech podcast networks. Relentlessly tech oriented, TWiT is characterized as “podcasts of the geeks, by the geeks, for the geeks.”
Libsyn’s host-read and Automatic Ads solution to augment its host-read programs with programmatic ad revenues. TWiT.tv will also use AdvertiseCast’s dynamic ad insertion technology to monetize their unsold audio inventory.
We count 26 shows on the network’s podcast page. They cover the main tech consumer brands (e.g. Windows, Mac, Linux, iOS, Android) and key topics such as enterprise, photography, general tech news, and events. One show is Total Leo, compiling podcasts from the founder, who is titled as “Chief TWit.”
Lisa Laporte, CEO of TWiT.tv and Leo’s wife, remarked, “We’re impressed with Libsyn AdvertiseCast’s premium host-read expertise and programmatic advertising capabilities. Throughout our pilot phase, they’ve consistently demonstrated a higher fill rate, making them an invaluable partner for our next phase of podcast monetization and audience growth.”
“We are thrilled to be chosen as a trusted advertising partner by TWiT.tv, a pioneering force in technology news podcasts,” said Trevr Smithlin, Chief Innovation Officer and Head of Publisher Relations at Libsyn’s AdvertiseCast. “TWiT.tv’s commitment to delivering high-quality, informative, and engaging tech content aligns with our mission of connecting advertisers with premium podcast inventory. We look forward to providing TWiT.tv’s growing tech-savvy audience with impactful and relevant ads that enhances their listening experience while supporting the growth of their favorite shows.”