Why This Podcast Network Is Creating a More Efficient Way to Buy Host-Read Ads

The marketplace software condenses a weeks-long process into seconds

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For the founders of the comedy podcast network Headgum, home to podcasts like If I Were You and Dead Eyes, the choice between the scale of programmatic advertising and the intimacy of host-read ads was never an either-or but, fittingly, more of a yes-and.

On Tuesday, the six-year-old network launched Gumball, a self-serve marketplace that lets podcasters and marketers buy and sell host-read advertisements, streamlining an often weeks-long process of back-and-forth communication, said co-founder and chief executive Marty Michael. 

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