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Google Audio Adwords: Good News for Podcast Advertising

Google today signed an audio advertising deal with XM Satellite Radio that will allow Google dMarc customers to air voice commercials on XM radio channels. Later this year, Adwords advertisers will also be able to run satellite radio ad campaigns.

While UBS Analysts may not be very excited about the Google-XM deal, it does offer a big ray of hope for the Podcast Advertising business.

Google brings a large pool of advertisers/publishers while dMarc is a proven audio advertising platform - together, they will create a killer combination that would make it relatively easy for podcasters to find advertisers plus advertisers get to target and schedule ads in podcasts on-the-fly.

Google may also help podcast advertisers geo-target ads meaning the audio ads would only be inserted when the podcast is downloaded on an iPod located in US and not when someone in China is listening to it.

Time to keep our fingers crossed. Anything is possible when Google steps in.

Launch a successful podcast ad campaign - Put yourself in the user's shoes, but put your ads in their ear buds.

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