All eyes are on podcasting now that Apple has integrated this function in its new iTunes release. We start feeling we could make money out of podcasts, but somehow it is still early to realize which way one has to follow. The main challenge at the moment is to find a way to effectively measure listening. The difficulty is in tracking, because once someone downloads a podcast and puts it on a (portable) player, it is no longer connected to the Internet, and therefore no longer trackable. What if this person shares the podcast with a friend? What if he doesn’t listen to it at all? These questions still have no answer, and advertisers for the moment are just happy to know the number of downloads and therefore willing to pay on a CPM basis.
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