Hunting for Brand Dollars, Podcasters Turn Attention to Measurement and Attribution

Podcasting has long had a reputation among advertisers as being low-tech, hard to measure and reliant on a quaint ad format, but its players are stepping up their efforts to dispel those notions.

On Sept. 6, companies from NPR and Westwood One to How Stuff Works gathered at the fourth annual IAB Podcast Upfront.

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