Sounds Profitable

Bryan Barletta•art19.com

The pace of change the podcast industry is undergoing is staggering. The implications for podcasters, hosting providers, podcast listening app developers, and advertisers and agencies are enormous. And so is the growth potential. Presented as a companion to the weekly newsletter of the same name, our podcast provides you with direct access to our narrated articles, interviews with industry experts, bleeding-edge research, and can't miss industry news recaps. That Sounds Profitable, right? Assumptions and conventional wisdom will be challenged. Easy answers with no proof of efficacy will be exposed. Because the thinking that got podcast advertising close to a billion dollars annually will need to be drastically overhauled to bring in the tens or hundreds of billions of dollars podcast advertising deserves.

Last refreshed: June 26th, 2026 at 10:09 AM

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Episodes

Does Your Podcast Track You (and is that bad)? w/ Jack Rhysider

Join host Bryan Barletta and guest Jack Rhysider as they delve into the differences between ethical data collection and malicious data collection. Is there an ethical way to get data? And if so, how do we make sure our podcasts are acting ethically? Key Links: Jack Rhysider of Darknet Diaries Article: https://soundsprofitable.com/update/privacy-solutions -----What’s the difference between tracking and data collection? Can private feeds provide what major hosting platforms can’t?-----Credits: Hos...

Apr 04, 2021•35 min•Ep. 10

Can American Podcasting Learn From France? w/ Sarah Toporoff

Our second week of diving into international waters. There’s far more out there than just the American ideal of podcast advertising. What can we learn from these other countries, and is a more global mindset needed for the future of podcast marketing?Key Links: Sarah Toporoff of Podinstall Article: https://soundsprofitable.com/update/france-podcast-measurement -----Why are we missing out on these markets? And how can we learn to utilize what they’re teaching us?-----Credits: Hosted by Bryan Barl...

Mar 28, 2021•31 min•Ep. 9

The Future That's Being Ignored: IPv6 vs. IPv4 w/ Tom Barasso

IPv6 certainly isn’t new, but it’s been ignored by podcasting for a long time. And it’s absolutely the future, as the telecom infrastructure of India is showing us. What are we doing to access those 120 million listeners who are currently being left out?Key Links: Tom Barasso of PodLP Article: https://soundsprofitable.com/update/ipv6-and-india-for-podcasts -----How is the IABv2 working towards utilizing the power of IPv6? What struggles will podcasting have in countries where IPv6 is the main so...

Mar 21, 2021•25 min•Ep. 8

The Hero We Need: Programmatic Advertising Saves the Day w/ Benjamin Masse

Programmatic Advertising is so much more than we think it is. It’s been a scary term for some, but that stigma is unwarranted. Find out the ins and outs of Programmatic Advertising with this episode. Key Links: Benjamin Masse of Triton Digital Article: https://soundsprofitable.com/update/programmatic-advertising-for-podcasts -----Is Programmatic Advertising your backup plan? Or your main course of action?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Aud...

Mar 14, 2021•28 min•Ep. 7

How You Should Be Protecting Your Brand, and How You're Doing it Wrong w/ Moomal Shaikh

Brand Safety safety is often seen from the wrong angles. Algorithms that can’t detect tone and context often push advertisers away from markets where their inventory would succeed. What’s the future of Brand Safety look like? Key Links: Moomal Shaikh of Oracle Moat Article: https://soundsprofitable.com/update/podcasting-brand-safety -----Brand Safety can only get better with less exclusion and more inclusion.----- Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.co...

Mar 07, 2021•30 min•Ep. 6

Rotten to the Core: Do You Know Who's Listening to Your Podcast? w/ James Cridland

Apple Core Media, Chrome, and Safari are being identified as podcast players. They’re not. What can you do to figure out how your podcast audience is being misidentified, and where does the industry go from here? Key Links: James Cridland of Podnews Article: https://soundsprofitable.com/update/rss-useragents -----How does refining our data improve our targeting? And why isn’t everyone doing this?-----Credits: Hosted by Bryan Barletta of Sounds Profitable - bryan@soundsprofitable.com Audio engine...

Feb 28, 2021•26 min•Ep. 5

What OPAWG is Doing to Build the Podcasting Community (and What You Can do to Help) w/ Mark Steadman

OPAWG is working to build tools to help create a more accessible podcasting community, and is working with creators to make high fees and gatekeeping a thing of the past. Key Links: Mark Steadman of Podiant and founder of OPAWG Article: https://soundsprofitable.com/update/opawg-user-agents -----Why does tracking user agents as a community work better? What is OPAWG doing to standardize these agents? And what does OPAWG hope to achieve in the future?----- Credits: Hosted by Bryan Barletta of Soun...

Feb 21, 2021•28 min•Ep. 4

Losing Your Cookies: Podcast Advertising and Digital Identity w/ Rishabh Jain

How does the loss of digital ID impact podcast advertising? Does it really matter for podcasting, or will evening the playing field between digital and podcast advertising impact how we gather data? Key Links: Rishabh Jain formerly of LiveRamp Article: https://soundsprofitable.com/update/apple-privacy-and-podcasting How do we responsibly manage data stewardship? Does users’ agency to choose whether or not to be tracked by third party apps affect data collection? What data do we need to target us...

Feb 14, 2021•25 min•Ep. 3

The Wild West of Podcasting and the Apple Watch, w/ Dave Zohrob

Was the Apple Watch double dipping numbers on podcast downloads? Did the IAB do anything to fix it? Does the fix actually help?Key Links: Dave Zohrob of Chartable Article: https://soundsprofitable.com/update/apple-watch-os-downloads -----Download numbers are an incredibly important metric, but how can we regulate their legitimacy? Dave Zohrob and Chartable have answers, and Bryan is more than eager to talk about the good practices of advertisers, as well as the bad.-----Credits: Hosted by Bryan ...

Feb 07, 2021•25 min•Ep. 2

Unpacking The Challenges of Geotargeting w/ Jason Hanson

In the world of advertising and marketing, geotargeting is an incredibly important tool. But where is geotargeting going? What’s the next stage of this tool? Key Links: Jason Hanson of Wrapify Article: Geolocation Misses The Mark In Podcast Targeting ------Like podcasters running geotargeted advertising campaigns, Wrapify has to combine a large sample size with mobile device IDs to prove their worth. Did the right audience encounter the ad? Did the exposed consumers take the intended action? And...

Jan 31, 2021•28 min•Ep. 1

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