Adam McNeil: Adopter Media

Adam McNeil is a senior vice president at Adopter Media, about podcast advertising. Adam went from an e-commerce startup, to becoming a podcast ad expert, revealing insights into the industry's inner workings.

We discussed how brands can effectively match with podcasts, using a five-step vetting framework that considers renewal history, demographics, engagement, and ad efficacy. McNeil highlights the challenges in podcast advertising, including the difference between downloads and actual listens, and the variations between Canadian and American podcast markets.

And it's not a discussion about podcasting in 2025 without mentioning AI-generated content and offers advice for podcasters seeking advertisers. McNeil recommends targeting smaller, growing brands and building meaningful relationships. The episode provides a comprehensive look at podcast advertising, emphasizing the importance of authentic connections and data-driven strategies in the evolving media landscape.

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