This is the Download from Sounds Profitable, your daily source for the essential news of the business of podcasting brought to you by Speaker from I Heart. I'm Gavin Gattis. Just a brief reminder that tomorrow the Sounds Profitable offices will be closed for June 18, meaning no download tomorrow will be taking the day off and we'll see you on Thursday. With that said, here's what you need to know for today, Tuesday, June 18.
Next up, Amazon unveils Ad's relevance, claiming it no longer is reliant on single IDs. The new offering and outstoring the Kanslion Festival Creativity uses signals like browsing, shopping, and viewing behavior across Amazon properties to predict user behavior and offer media buyers ad opportunities using that data. Ad relevance is designed to provide targeting
for online audiences in a post-third-party data world. A synergetic fit with Amazon's podcasting arm of art 19 in Wondery as this kind of targeting strategy is one podcasting has found success with for years. Next up, pod LP turns 4 launches on Cloud Phone.
The podcast distribution platform designed to work on low-power devices like T9 Flip Phones is celebrating its fourth birthday by adding functionality for Cloud Phone, a remote browser designed to run app-like widgets on phones with as little as 16 megabytes of RAM and a screen as small as 128 by 160 pixels. Services like pod LP enables the podcasting industry to be more accessible to people outside the bubble of high-end smartphone users.
For more on advertising, it's smartphone by a C Brian Barletta's 2020 article written around pod LP's initial launch. Next up, here comes a tongue twister, how immediate media is growing its paid podcast audience. At the recent media voices publisher podcast summit in London, immediate media is head of podcast Ben Uitt says paid podcast subscriptions currently make up 10% of the company's overall podcast revenue and the conversion rate of free listeners to paid subscribers is around 4 to 5%.
Uitt warns of punishing listeners while trying to build out premium offerings, reducing a daily podcast cadence by one and making the Friday episode pay-walled throws off the routine of that core audience added value has more success than carving up existing working properties. Next up, the Gen Z focus publisher abandoning meta platforms. Back in March, meta announced they would shut down the news tab on Facebook ending all deals it had to pay Australian publishers for their premium content.
Add news interviews Centennial World an independent publisher with a focus on content creators and internet culture who preemptively distance themselves from meta own platforms months before the announcement. A significant portion of their traffic comes from posting their content on TikTok YouTube as well as taking advantage of Australia's thriving podcast audience with their show Infinite Scroll.
And finally exclusive Oracle will end all of its ad products by September 30. This Monday an email sent to Oracle customers announced the company will stop supporting its advertising products on September 30, including moat analytics, Oracle contextual intelligence and everything under the digital audiences umbrella. Oracle says they will continue fulfilling existing orders for the effective products through their end date but stopped entering into any new
agreements as of June 17. Earlier in the company's history, an attempt was made by Oracle to introduce the moat product into podcasting but was not able to have their SDK installed on any of the major podcast apps. As for the rest of the news, ad week covers how marketers can rethink their LGBTQIA plus data. Audion launches a voice cloning AI for advertising. Triton Digital Audio Marketplace Operations Director Simon Lee shares Malaysia's digital
audio landscape. Marketing week provides five interesting stats including some from Sounds Profitables ad nauseam study and advertising executives at Can Lion discuss how to wean companies off of invasive digital practices.