Frequently Asked Questions

True Native Media represents independent podcasts and connects them with advertisers. We specialize in outreach to potential advertisers and present them to the podcasts that we serve.

True Native Media is not a podcast media buying agency. We work directly with advertisers and their agencies who are interested in advertising on the podcasts we represent.

Yes — we work with several podcast networks as their ad sales partner.

Our roster spans Arts, Business, Comedy, Education, Fiction, Health & Fitness, History, Kids & Family, Leisure, News, Science, Society & Culture, Sports, Technology, True Crime and TV & Film, and we are always looking to expand the types of shows we represent.

When working with True Native Media, podcasters and advertisers alike can expect a high level of personalized attention, unlike other ad buying platforms. We have a close working relationship with each of the podcasts we represent, and we work closely with our advertisers to make sure their campaigns are successful.

We offer a full range of podcast advertising solutions, including host-read embedded (baked-in) ads, dynamically inserted ads, programmatic advertising, run-of-network (RON) campaigns, and video podcast advertising. We also develop integrated, 360-degree sponsorships that extend beyond the podcast through social media, newsletters, and other creator-led channels.

Podcast advertising costs vary based on audience size, ad format, placement, and campaign goals. Whether you're exploring a targeted host-read campaign or a larger, multi-show advertising strategy, our team can help identify the right opportunities for your brand. Reach out to share your goals and budget, and we'll work with you to build a campaign that makes sense for your objectives.

Host-read ads are ads that are created by the host of the podcast. The podcast host samples and uses the advertiser’s product and then creates an ad read that provides personal experience with the product.

Most podcast advertising campaigns begin with an initial three-month commitment, allowing time to evaluate performance, optimize placements, and build momentum with listeners. Many advertisers choose to extend their campaigns into longer-term partnerships based on results. Our team works with each brand to determine the right timeline based on its goals, budget, and advertising strategy.

A test campaign allows you to evaluate how podcast advertising performs for your brand before committing to a larger investment. It helps identify which shows, audiences, and messaging resonate most with your target customers. These insights give us the opportunity to refine your strategy, optimize performance, and make more informed decisions about future campaigns.

For host-read podcast ads, we typically recommend providing key talking points, product information, and any specific messaging or calls to action you'd like included. Product samples or access to your service are also encouraged when applicable, allowing hosts to speak from personal experience and deliver a more authentic endorsement. If you're using attribution tracking, we'll help coordinate any necessary pixels or tracking links. Our team will guide you through the process to ensure hosts have everything they need to create an effective ad.

True Native Media partners with attribution providers to track and measure the results of your campaign. It is common for advertisers to use a unique URL and/or promo code in conjunction with attribution tracking.

All campaign materials will be provided through the True Native Media Podcaster Portal.

Advertisers will receive an ad log where they can listen to ads once the campaign is live. If an advertiser elects to do pixel tracking, data will be available in their preferred provider's dashboard.

Host-read ads are ads that are created by the host of the podcast. The podcast host samples and uses the advertiser’s product and then creates an ad read that provides personal experience with the product.

All campaign materials will be provided through the True Native Media Podcaster Portal.

Your podcast needs to receive 10,000 downloads per episode for embedded (baked-in) ads, or 100,000 downloads per month if you are running dynamically inserted ads. You can find your download numbers with your podcast hosting provider.

Earnings depend on your audience size and how many ad slots you run. The average 30–60 minute episode can accommodate 2–3 sixty-second ad reads, and we typically sell at around a $30 CPM.

Yes. We research and secure advertisers, negotiate contracts, and manage approvals, deliveries and performance tracking. We provide you with talking points so you can focus on crafting an authentic read.

The number of ads per episode depends on the length of your podcast. The average podcast that is 30–60 minutes long can accommodate 2–3 :60-second ad reads.

No. We work with a variety of hosting providers; we only require that your provider is IAB compliant.

Yes — we require that all ads be run through True Native Media, and we ask for 18-month exclusive contracts with our podcasters.

True Native Media takes a 30% commission on embedded (baked-in) ads and a 40% commission on dynamically inserted ads. We handle placing and monitoring dynamically inserted ads, and that additional work carries the additional commission.

No. Our campaigns are sold with a podcast ad read and a link to the advertiser in the show notes or on your website. Extra social or newsletter shout-outs are welcome but never required.

No — True Native Media is a representation firm. We focus all of our time and attention on selling ads and making money for your podcast.