WashPost PR Blog
AdExchanger: Washington Post Builds Tech That Dynamically Inserts Ads Into Podcasts
July 9, 2018 at 2:08 PM
AdExchanger’s Sarah Sluis writes:
To make the process of putting ads in podcasts easier for publishers, The Washington Post’s Research, Experimentation and Development (RED) team developed Rhapsocord, a dynamic ad insertion tool that identifies places to put in ads, automatically inserts them and then sends the file to different podcast platforms.
Rhapsocord automatically identifies pre-roll, midroll and post-roll spots, inserts ads and updates the files, so producers don’t have to manually re-edit a podcast. The tech also stores metadata about each podcast episode so advertisers can buy based on topics such as politics, finance or history.