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Podcasting has an ad-blocking problem of its own: the 15-second skip button

Wall Street Journal

You might have heard: Digital publishers are growing increasingly concerned about the effects of ad blocking

But did you know: Web advertisements face ad-blockers, DVRs let viewers fast forward through commercials, and now podcasting has an advertising problem of its own: The 15-second skip button lets listeners easily skip over ads. Podcast advertising has struggled to grow because of difficulties in audience measurement, and the 15-second skip only adds to those struggles. To try to deter ad skipping, Performance Bridge’s (which buys podcast ads on behalf of companies such as Warby Parker) chief executive Stephen Smyk says he prefers podcast ads to be an odd length: “Fifty seconds is better than 60 seconds. You don’t want those 15-second increments because that 15-second skip button hurts you.”

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