IAB tries to get ahead of the podcast parade.

The Interactive Advertising Bureau has published the “IAB Podcast Playbook,” a guide to podcast advertising for prospective buyers. According to IAB Senior Vice President/GM, Mobile Video Anna Bager, “The playbook will serve as a go-two reference guide to help brand marketers understand podcasts and effectively steer more ad dollars toward opportunities that will deliver in terms of audience reach. In an industry where explosive growth and dramatic change have been endemic, podcasts are having a standout moment. We want to educate marketers on the unique and valuable benefits of advertising on medium.”

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