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NPR to Participate in IAB “Upfront” for Podcasting

Interactive Advertising Bureau sponsors September event

As podcasting’s business ecosystem continues to evolve, we’re seeing events intended to bring advertisers together with podcast providers.

The Interactive Advertising Bureau plans an “upfront” event at which advertisers and buyers get previews of podcast programming. While the upfront concept is unfamiliar in radio, it is common in television and seems to be finding a footing in podcasting.

For people in radio, an interesting aspect of these developments has been how podcasting revenue is managed by content providers that are associated with public radio. NPR and WNYC are among the presenters in the IAB event; others include AdLarge, Midroll, Panoply and Podtrac. An earlier upfront was put on by NPR, WNYC and WBEZ in April.

The first “IAB Podcast Upfront Showcase” will be held Sept. 10 in Manhattan. The content providers will talk in 20-minute segments. IAB said the presenters produce podcasts ranging from “Associated Press News Digital-On-Demand” and “Freakonomics Radio” to “Serial” and “TED Radio Hour.”

The producers called podcasting “one of the fastest-growing digital audio platforms available for brands to connect with consumers.”

Can NPR Seize Its Moment? (PoliticoMedia)