![]() An insurance advertiser buying on MTM was able to pixel their site to see whether a listener filled out an online quote after hearing their ad. MTM also offers better attribution on podcast buys. If that ad is baked in for good, they can never remonetize it.” “If I have a lease deal that runs for 60 days, I don’t want that ad in there 120 days after that deal is over. “This is really key to brands,” Monaghan said. But by inserting host-read recordings, Panoply believes it can maintain quality while helping publishers monetize better and advertisers reach an engaged audience. “MTM can come in and help fill out the revenue.”Īdvertisers have been slow to adopt dynamic ad insertion for fear it will ruin the listening experience. “Maybe it’s a new podcast or a they had a cancellation,” Monaghan said. For publishers, it’s an easy way to monetize inventory they are unable to sell directly. They want to buy the audiences, shows and scale they’re seeking in a really efficient way.”īy buying through MTM, brands can monetize their back catalogues with more recent ads, rather than being stuck with an ad that was baked into the show when it aired. “They don’t want to do 50 IOs for 50 different shows. “Brands are used to buying specific audiences within huge buckets,” Monaghan said. Panoply plans to build sales technology that helps publishers “make more money and distribute shows as effectively as possible” as well as enhance and scale MTM to bring more brand advertisers to the medium, Monaghan said. ![]() The news is unrelated to Slate editor-in-chief Jacob Weissberg’s announcement Thursday that he will leave the company to start an audio venture with Malcolm Gladwell, Monaghan said.įocusing on technology will position Panoply to build solutions for both publishers and advertisers in a medium where there hasn’t been much innovation. Unfortunately, that means not being in certain segments.” “For us, this was a strategic decision to go where we see opportunity. “When you hear layoffs, there’s a tendency to think the company may be performing poorly,” Monaghan said. The company, which has seen revenues double over the past year, will build on its technical staff as it pivots its focus. Panoply has laid off its entire editorial staff as part of the shift, but declined to break out an exact number of employees. “Technology has a real opportunity to scale significantly, both on the content management and ad insertion side, as well as the ad technology side.” However, it’s limited in how much it can scale top line revenue,” said Brendan Monaghan, CEO at Panoply Media. Panoply’s editorial business is known for hit shows like Malcolm Gladwell’s “Revisionist History” and GE’s branded podcast, “The Message.” Panoply also represented direct sales for shows like “Happier with Gretchen Rubin.” The network will help these shows transition to a new sales network, a process it hopes to complete in Q4. Last year, Panoply launched Megaphone Targeted Marketplace (MTM), which pairs data from its ad server with 9.5 billion devices on Nielsen’s data management platform to enable audience-based buys across shows. The group has a podcast ad server called Megaphone, used by over 1,500 publishers, that dynamically inserts ads into shows. Panoply, the podcast network and technology company born from The Slate Group, is cutting ties with its editorial and direct sales business to focus on building podcast technology.
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