Amazon is getting a podcast hosting and monetization platform
Amazon Music is getting more genuine about its web podcast endeavors. Today, the organization reported that it’s acquiring Art19, a significant podcast hosting and monetization platform for an undisclosed sum. This implies Amazon will currently take part in hosting podcasters’ shows just as selling ads against them in light of the fact that Art19 operates a ad marketplace that targets and inserts ads into programming. An Amazon Music representative says nothing will quickly change on the Art19 platform.
This is a significant step for Amazon as it hopes to take on a bigger role in the podcasting world. Amazon Music just began offering webcasts in September last year, as did Audible in October. In any case, in the time since, Amazon Music has obtained Wondery, one of the last significant autonomous podcast networks.
The present obtaining gives it a fuller role in the business. Not exclusively will it make content through Wondery and appropriate appears through its application, yet now, Amazon can have those podcasts, just as third parties’, and sell promotions against them. This gives Amazon significantly more data about what’s going on both inside and outside its application. (Amazon Music already sells audio ads, so Art19’s business may supplement that work.)
They have seen this same scenario already play out with Spotify. The organization began making content-based acquisitions, similar to that of Gimlet Media and Parcast, however then gained Megaphone, an Art19 contender. All things considered, Spotify has zeroed in on bringing a proprietary ad-serving technology to the platform, called Streaming Ad Insertion, to urge podcasters to move over to the hosting service and exploit its advertisement marketplace.
Different organizations in the space have likewise taken a similar position. iHeartMedia gained Triton Digital, and SXM Media procured Midroll, an advertisement serving marketplace and platform, in July. As we said in February, the podcasting business isn’t just about the flashy exclusive content deals, yet who can sell and monetize shows.