[FAQ]

Hello,

This is a question from a listener’s perspective. The other day, I was listening to an episode from my favourite history podcast that was originally published back in 2021. In the middle of it, there was an ad for a movie that is coming out in cinemas next week.

It was a bit strange but also fascinating. How is that possible? I always assumed the ads were just part of the recording. Is there some kind of new technology that allows podcasters to update the ads in their old episodes? I’m very curious about how this works.

Thanks for any explanation!

[Neil Anthony]

An insightful question about the tech behind the content.

Short Answer: It’s an advertising format where the ad is inserted into the audio stream by a server at the moment you download or stream an episode, rather than being a permanent part of the original recording.

This technology is what allows for timely and relevant advertising to be placed across a podcast’s entire back catalogue.

The process is quite straightforward. When you press play on an episode, your app sends a request to the podcast’s hosting server. Before delivering the episode, the server identifies pre-defined ad slots—typically at the beginning, middle, or end—and digitally “stitches” a current ad’s audio file into those empty slots. The server then sends this newly combined audio file to you. This is why an ad in a five-year-old episode can be for a sale happening today, and it’s also why two people in different locations might hear completely different ads in the same spot. For creators, the temptation is to misuse this format by inserting long or frequent ads, which listeners quickly learn to resent and skip.

Cheers,
Jeff

[Jeff Bullas]

An insightful question about the tech behind the content.

Short Answer: It’s an advertising format where the ad is inserted into the audio stream by a server at the moment you download or stream an episode, rather than being a permanent part of the original recording.

This technology is what allows for timely and relevant advertising to be placed across a podcast’s entire back catalogue.

The process is quite straightforward. When you press play on an episode, your app sends a request to the podcast’s hosting server. Before delivering the episode, the server identifies pre-defined ad slots—typically at the beginning, middle, or end—and digitally “stitches” a current ad’s audio file into those empty slots. The server then sends this newly combined audio file to you. This is why an ad in a five-year-old episode can be for a sale happening today, and it’s also why two people in different locations might hear completely different ads in the same spot. For creators, the temptation is to misuse this format by inserting long or frequent ads, which listeners quickly learn to resent and skip.

Cheers,
Jeff

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