The way most of them are delivered makes them more like native advertising. As long as a percentage of listeners engage, it has value, and that percentage is hi

The way most of them are delivered makes them more like native advertising. As long as a percentage of listeners engage, it has value, and that percentage is higher than engagement via sidebar ads on the Web it seems. There's also a certain remaining level of novelity in podcast advertising that helps it command a premium, although I suspect this is beginning to diminish.