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      "text": "The Podcast Advertising Revenue Study is part of an ongoing IAB mission to provide a barometer of podcast advertising growth in the US. To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the study include: Obtaining revenue data directly from companies generating podcast (publishers and advertising networks) advertising revenues; Designing the process to maintain participant anonymity and only release aggregate data; Podcast Advertising Revenues generated outside of the United States are out of the scope for this study.",
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      "text": "The methodology employed here is similar to the methodology that has been used to conduct the half-year and full-year internet advertising revenue report since 1996. The reporting process includes: Compiling a database of the largest podcast advertising revenue generators, which are believed to make up a significant portion of the overall market; Conducting a quantitative mailing survey with leading industry players, including podcast publishers and ad networks; Requesting and compiling several specific data items, including quarterly net commissionable advertising revenue by delivery mechanism, advertisement type, campaign type, buy type, pricing model, podcast program genre, and advertising business category; Performing a podcast advertising market sizing to deliver a reasonable estimate of the market in the United States, inclusive of non-survey participating companies; Analyzing the findings, identifying and reporting key trends.",
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