One of the hurdles still facing the podcast industry is the two-headed monster of measurement & monetization, with the former still holding back the latter. Measurement is improving by leaps and bounds, but there is still a gap in knowing who is listening to what types of podcasts. For those used to selling on traditional media metrics, it’s like trying to get full value for your hip, affluent-millennial-focused content when you’re limited to selling on 2+ ratings.
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