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How Smart Advertisers Actually Measure Podcast Performance

Podcast advertising has matured, but measurement is still one of the most misunderstood aspects of the industry.

In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Jason Fialkov, Vice President of Sales at Claritas, to unpack how marketers should really be evaluating podcast performance in today's privacy-first landscape.

Together, they explore the biggest misconceptions surrounding podcast attribution, the difference between downloads, conversions, and true bus

Recent Episodes

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How Smart Advertisers Actually Measure Podcast Performance
229
Aug. 5, 2026

How Smart Advertisers Actually Measure Podcast Performance

Podcast advertising has matured, but measurement is still one of the most misunderstood aspects of the industry. In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Jason Fialkov, Vice President of Sales at Claritas, to unpack how marketers should really be evaluating podcast performance in today's privacy-first landscape. Together, they explore the biggest misconceptions surrounding podcast attribution, the difference between downloads, conversions, and true bus
Listen to the Episode
What Global Advertisers Know About Podcasting That the U.S. Is Missing
228
July 22, 2026

What Global Advertisers Know About Podcasting That the U.S. Is Missing

Podcast advertising is growing around the world, but not every market is evolving in the same way. In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Adel Saadi, Founder & Managing Director of Next Broadcast Media, to explore how brands and agencies are approaching podcast advertising across international markets. Together, they discuss the biggest shifts shaping the industry, the balance between host-read and programmatic advertising, the role AI is beginning t
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The SEO & Content Marketing Gap Killing Your Podcast Growth
227
July 8, 2026

The SEO & Content Marketing Gap Killing Your Podcast Growth

Podcast discovery is changing rapidly, and creators who understand how audiences find content will be better positioned to grow in the years ahead. In this episode, Heather sits down with Andrea De'Marsi, Founder and CEO of PodSEO, to discuss how podcast search has evolved, why traditional podcast platforms weren't built as search engines, and what that means for creators looking to reach new listeners. They explore the most common discoverability mistakes podcasters make, practical SEO strate
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Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space
226
June 24, 2026

Podcasting’s Next Growth Engine: How Local and Regional Advertisers Are Entering the Space

For years, podcast advertising has been largely driven by national brands. But that is beginning to change. In this episode of The Podcast Advertising Playbook, Heather Osgood sits down with Scott Porretti, President of Katz Digital, to discuss how programmatic advertising is expanding podcasting's reach and opening the door for local and regional advertisers. Together, they explore how advancements in buying technology, audience targeting, and inventory access are making podcast advertising m
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The Next Era of Podcast Creation
225
June 10, 2026

The Next Era of Podcast Creation

Artificial intelligence is rapidly reshaping the media landscape, but what does that actually mean for podcasting? On this episode of The Podcast Advertising Playbook, Heather sits down with Jeanine Wright, Co-Founder & CEO of Inception Point and former executive at Simplecast, AdsWizz, and Wondery, to unpack what AI-generated audio could mean for creators, advertisers, and the future of content itself. Why AI-generated podcasts are emerging now, and what problems they solve for creators and me
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Podcast Search Optimization and the Future of Discoverability
224
May 27, 2026

Podcast Search Optimization and the Future of Discoverability

This week on The Podcast Advertising Playbook, Heather Osgood sits down with Jennifer Han, CMO at Ausha, to explore why podcast discoverability remains one of the industry’s biggest challenges and why that may finally be starting to change. Jennifer breaks down the rise of Podcast Search Optimization (PSO), how listener behavior is evolving, and why publishers need to rethink growth strategies in today’s increasingly competitive landscape. The conversation also dives into Ausha’s recent collabo
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About the Host

HEATHER OSGOOD Profile Photo
HEATHER OSGOOD

Founder

Heather Osgood is the founder of True Native Media, a boutique podcast representation agency specializing in podcast advertising. With an extensive background in radio advertising and a love for podcasting, Heather was uniquely positioned to start an agency that could help advertisers get better results and assist podcasters in finding sponsors.

She is an influential voice in the podcast advertising space and has sold over 60K ads in six years. Heather is also the Podcast Moneymaker's creator, a course designed for podcasters who want the formula, tools, and tactics to get advertisers in 6 weeks.

Heather can be credited for contributing her expertise to major podcasting events like Podcast Movement, PodFest, and more. She is the host of The Podcast Advertising Playbook, a show dedicated to educating anyone interested in podcast advertising.

When Heather is not playing matchmaker to brands and podcasts, you will find her hiking and spending time with her family at the beach.