Web advertisements face ad blockers. The DVR lets viewers bypass television commercials. Now, podcasts must contend with the 15-second skip button.
The decade-old podcast industry has been reawakened in the past two years as producers create new shows and more listeners tune in on their mobile devices and in their cars. But advertising growth has been limited by difficulties in audience measurement, and the podcast world is grappling with the same phenomenon rampant across rival media: ad-skipping.