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  "documentTitle": "U.S. Podcast Advertising Revenue Study",
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      "text": "It is evident that, even in a down economy, advertisers turn to podcasting as a channel to meet the increased listener demand for diverse, engaging content that aligns with their interests.",
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      "text": "PwC | IAB FY 2022 Podcast Ad Revenue Study",
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      "text": "1. Growth in Programmatic Buying: Programmatic buying is expected to grow in response to advertiser demand for contextual audience targeting that enables the generation of advanced user insights. To power this growth, IAB and IAB Tech Lab are facilitating buyer-seller collaboration to standardize signals and enable the ecosystem to provide the same level of transparency into podcast that advertisers have into other digital channels. Review and contribute to IAB’s guidelines for Programmatic Signaling for Podcast Inventory—open for public comment.",
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      "text": "2. Advancements in Brand Safety: Last year, the podcast industry made great advancements in brand safety and suitability targeting solutions via contextual transcript analysis—including the opportunity to exclude individual podcast episodes. As a result, advertiser awareness of these solutions are expected to grow and thus, advertisers will be more likely to tap into them. To aid in this process, IAB is proposing the creation of a centralized Transcription Clearing House to enable podcast ad tech providers to more easily provide brand safety and suitability results to advertisers at scale—and therefore further support programmatic activations.",
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      "text": "It is evident that, even in a down economy, advertisers turn to podcasting as a channel to meet the increased listener demand for diverse, engaging content that aligns with their interests. As the podcast advertising landscape matures, below are a few key industry developments followed by recommendations for how to capitalize on these trends.",
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