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You’re not crazy at all – at 15 million monthly downloads, you’re absolutely at the scale where this makes financial sense. Podcast advertising has unique technical requirements though (dynamic insertion, episode-level targeting, attribution tracking across audio), so you need a team that understands both programmatic and audio. We were in your shoes last year with about 12 million downloads monthly. Decided to go custom and worked with SSP https://geomotiv.com/industries/adtech/ssp/ because they had experience with audio advertising tech specifically. They built us a system that handles dynamic insertion, connects with podcast-specific demand sources, and gives us way more control over targeting. Development was around 6 months. We’re now keeping that 25% and our fill rates actually improved. Your audio engineers can focus on production quality while specialists handle the AdTech complexity.
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Supply Side Platform Development Services, Programmatic SSP | Geomotiv
Supply Side platform development services tailored to your needs. A trusted AdTech partner for custom SSP development and customization needs.