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      "text": "In recognition of the platform’s growth as an important and emerging marketing medium, a formal, data-driven revenue analysis needed to be executed. Industry estimates existed; but, the range in published estimates was too wide to be reliable. IAB’s podcast group met and a sub-group of members elected to sponsor a study to properly assess the potential for advertising revenue across the industry. PwC was engaged in March 2017 to conduct a study by directly surveying the industry’s significant revenue generators.",
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