Advertisers Were Slow to Embrace the Web, and They're Doing It Again With Podcasts

Audio has audience, growth and solid ad standards, so where's the investment?

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There are some striking similarities between the internet 20 years ago and podcasting today. In 1997, there were 70 million internet users worldwide. Today, there are 67 million monthly podcast listeners. In 1997, $906 million was spent on internet advertising. Today, $243 million is spent on podcast advertising, which is expected to double by 2020. What ties these parallel storylines together? Measurement.