The Power of the Middle

In this episode of The Podcast Advertising Playbook, host Heather Osgood sits down with Brian Conlan, President of DAX US, to explore how programmatic buying is reshaping the podcast advertising landscape and why mid-tier and long-tail podcasts may represent one of the most overlooked opportunities in the medium.

Brian shares how he entered the podcast space and offers insight into the role DAX US plays in helping advertisers access podcast inventory at scale. Together, he and Heather unpack the assumptions that often drive media planning decisions, why advertisers tend to focus on top-ranked shows, and what brands may be missing when they overlook mid-tier creators and niche audiences.

In this episode, we discuss:

• Why mid-tier and long-tail podcasts are often undervalued in media plans despite strong audience alignment
• How programmatic buying is making it easier for advertisers to scale across a broader range of podcasts
• Whether the concept of “mid-tier” podcasts will evolve as buying and execution become more automated

If you are looking for smarter ways to scale podcast campaigns while maintaining strong audience alignment, this episode offers a thoughtful look at how expanding beyond the top charts could unlock meaningful performance and reach.

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