Topic: Cpm

Standard podcast advertising CPMs have dropped to approximately $3.50, making direct listener support more viable for independent creators. The banking industry's Zelle system is criticized for its lack of consumer protection against fraud. Additionally, the Plaid middleware used by apps like Venmo is flagged for privacy concerns, as it reportedly logs into user bank accounts multiple times a day to collect data.

The rise of artificial intimacy is linked to a broader "epidemic of loneliness" previously exploited by 900-number services. The hosts question the long-term business model for AI, suggesting that high processing costs will eventually force companies to implement aggressive, personalized advertising or high subscription fees to remain viable.

The traditional CPM (cost per mille) advertising model is increasingly viewed as unsustainable for the podcasting industry due to unreliable download metrics. Critics argue that the industry is plagued by "scammy" practices, such as using video game rewards to inflate subscriber numbers. The "Value for Value" model is proposed as a more honest alternative for content monetization.

The hosts trace the history of digital advertising from the invention of the banner ad at Ziff Davis to modern multi-billion dollar budgets. They argue that "deplatforming" is driven by corporate brand safety concerns rather than purely political censorship.

The hosts analyze a leaked advertising rate card for Ben Shapiro's podcast, which reportedly charges $25,500 for a 60-second live read. They calculate this as a $75 CPM, which they describe as "outrageous" for the industry. They contrast Shapiro's commercial model with the No Agenda "value-for-value" model, arguing that direct listener support is more personal and honest.

The technical aspects of the Russian Facebook ad buy are analyzed, with the hosts questioning the reported numbers of "3,000 ads." They point out the irony of Facebook promising to fix its algorithms so ads don't "influence" people, noting that the entire purpose of advertising is influence. They conclude that "political propaganda" is a standard practice used by all sides.

Apple's decision to allow ad blockers on mobile devices, dubbed the "Blockpocalypse," threatens the digital advertising industry. The segment explains the arbitrage model where companies buy cheap botnet traffic and sell it to ad networks, a practice that ad blockers effectively disrupt.

The Wall Street Journal published an article regarding the monetization of podcasts, specifically highlighting the NPR program Serial and its sponsor MailChimp. The piece notes that top shows command CPM rates between $25 and $40, significantly higher than YouTube's $17 average. The article quotes the "Podfather" regarding his refusal to use advertisers or hold meetings, emphasizing a sustainable model that does not rely on massive download metrics.

A New York Magazine article regarding the "Podcast Renaissance" attributes the medium's growth to the integration of technology in cars rather than the content itself. The hosts discuss the rise of NPR-style post-production in shows like "99% Invisible" and the shifting economics of podcast advertising. They express skepticism about the long-term viability of ad-supported networks for independent creators.

National Public Media, the commercial arm of NPR, is selling "remnant inventory" on its websites at high CPM rates of $15 to $20. The hosts argue that this is a move toward blatant commercial advertising for a network that claims to be listener-supported. They contrast NPR's high ad rates with the lower rates typical for standard websites.

A discussion about personal submarines leads into an anecdote about the early history of Microsoft and Digital Research. John C. Dvorak recounts how Bill Gates allegedly "scammed" the creator of MS-DOS and later worked to undermine Gary Kildall's CPM operating system. The segment details the competitive tactics used by Microsoft to dominate the early PC market.

The hosts discuss the potential for monetizing the No Agenda show, which has grown to approximately 25,000 listeners per episode. They calculate that a standard CPM (cost per mille) model could generate $500 to $1,000 per episode but worry that traditional ads would ruin the show's unique format and listener loyalty.

The show concludes with a discussion on the economics of podcasting versus traditional broadcast television. Adam Curry explains CPM (cost per mille) rates and compares them to the "dollar a head" budget model used in network TV. The hosts sign off after a 70-minute episode, mentioning the high cost of aviation fuel and ammunition as metaphors for their production efforts.