Substack is adding dynamic ad insertion to the podcasts it hosts—so that ads are placed when the listener downloads or streams, rather than recorded in the audio file—marking the latest step in a sponsorship push the company has been building since June.
Beginning Wednesday, podcasters will be able to request early access to tools that let them run campaigns with sponsors they have sourced themselves, serve different ads to different listeners, and update ads across their back catalogs without re-editing episodes, according to Substack head of sponsorship Dan Robbins.
Previously, podcasters on Substack had to record ads directly into their episodes.
