You’ve got a mic, a message, and a growing audience. Now you’re wondering, “How do I make money from my audio content?” Where can I find advertising information, what are programmatic ads, and how do they work? If you’re not keen on cold-pitching sponsors, recording audio ads, or waiting until you hit legendary download numbers to start making some money, you’re not alone.
Programmatic podcast advertising is your behind-the-scenes, revenue-generating sidekick. It’s one of the easiest, most accessible ways to get started with digital audio advertising. A bonus for podcasters: because programmatic digital audio ads are not a permanent part of your podcast, and because they are placed via dynamic ad insertion in real-time, you can also monetize your back catalog.
At Libsyn, we’re working to make programmatic audio advertising something every podcaster can tap into, whether you’re running a niche indie show or anchoring a major network. Everyone at Libsyn has access to the same opportunity to become an ad-supported podcast if they want to. With Libsyn’s Automatic Podcast Ads, you can apply to enable audio advertising and start earning—no giant audience required, no ad reads necessary, no merch to push. Just publish and let the ads and earnings roll in.
We’ve rounded up the most common questions about programmatic audio advertising from podcasters who enabled ads, and we’ve got the answers any podcaster can understand. We even have some pro tips to help you decide if programmatic audio advertising is the right fit for your show (spoiler alert: it probably is).
1. What is the difference between Programmatic Podcast Advertising and Libsyn’s Automatic Podcast Ads?
Surprise! There isn’t a difference — Libsyn’s Automatic Podcast Ads IS programmatic podcast advertising. We connect your show to large-scale advertising campaigns using powerful targeting based on listener data, interests, and the ad group selections you make. That means you don’t need to hit massive download numbers to start making money. You can monetize while still growing your show and learning how to start a podcast. Easy win, easy to get started, easy to start earning.
Libsyn’s Automatic Podcast Ads deliver programmatic audio ads and are not video ads. These ads will play in your podcast on the most popular audio platforms, apps, mobile devices, and smart speakers reaching the target audience that aligns with the campaign.
2. How are Programmatic Ads different from Dynamic Ads?
Dynamic ads, often referred to as host-read ads, are usually personal brand or product endorsements recorded by the podcast host. These are highly engaging and can feel more authentic to listeners. However, they typically require a larger audience and more effort, since you need to record custom ad reads for each campaign.
Programmatic ads, on the other hand, are usually pre-recorded and sound more like what you’d hear on digital radio or music streaming services. They’re inserted automatically based on factors like audience location, listening behavior, and the ad groups you choose. That means less work for you and faster monetization.
Here’s where it gets a little confusing: Both types of ads use dynamic insertion technology. So while “dynamic” technically applies to both, host-read ads became more closely associated with the term dynamic ads over time — even though some of the underlying tech (targeting, impression tracking, and scheduled delivery) is similar.
In short:
- Host-read (dynamic) ads = personal, higher effort
- Programmatic ads = automated, lower effort, fast monetization
–> Libsyn Ads works with top podcasters and networks to run host-read campaigns.
Examples of Programmatic and Dynamic Podcast Ads
Below are some of the podcasters working with Libsyn Ads and Libsyn for both programmatic audio ads and dynamic ads. If you listen to one of them below, you just might hear some examples of audio campaigns. Remember that dynamic ads will sound like a personalized message from the host to their podcast listeners, while programmatic audio advertising will sound more like ads you might hear on music streaming services or traditional radio. Can you hear the difference?
3. Can I choose the audio ads I want?
Great question! You can choose from three ad exclusion groups, each made up of multiple ad categories. These groups let you exclude types of content that don’t align with your podcast—or more importantly, your audience. Keep in mind, these are not individual advertisers, but broad groupings of ad categories that represent many brands and campaigns.
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The three ad groups are:
- A: Open | Exclude ads that contain Religion & Spirituality, Firearms, and Illegal Substances
- B: Middle of the Road | Exclude ads that contain Religion & Spirituality, Firearms, Gambling, Illegal Substances, Alcohol, Law, and Government & Politics
- C: Cautious | All of the above plus Arts and Entertainment, Business, Family/Parenting, Health/Fitness, Food/Drink, News, and Personal Finance
Tip: Fewer restrictions lead to greater earning potential. We’ll dive deeper into that below when we break down how monetization works in question 5 below.
Bottom line:
✅ Programmatic advertising = less hassle, broader match, lower audience thresholds to earn.
✅ Libsyn makes it incredibly easy to get started.
4. How much money can I make? What about my older episodes?
Your revenue depends on a few things, including your monthly downloads, ad fill-rate, and the advertising rates of the ad groups you exclude with selecting group C averaging approximately ½ the payout rates of the value of group A. You can view the ad groups above in question 3 or when you apply for Automatic Podcast Ads.
Remember, one of the biggest advantages of programmatic podcast advertising is that it works across your entire back catalog. Add ad slots to older episodes, and they’ll instantly become part of your revenue stream. Your archive can be just as profitable as new content — especially if you’ve got evergreen episodes that continue to get downloads.
Tip: You can also use our Ad Revenue Calculator to estimate your earnings. This will give you an idea of the range of earnings you can expect.
5. Is revenue based on downloads or number of episodes?
Ad earnings are influenced by a few factors, including impressions, each tied to ad slots within your episodes. More ad slots can mean more impressions per episode, and more impressions can lead to more revenue.
Additionally, your earning potential also grows with your episode count. Every episode adds valuable inventory for ad placement, making Automatic Podcast Ads a smart and low-effort monetization strategy for both new and experienced podcasters. That’s why programmatic advertising is an especially smart move for long-time podcasters with a solid back catalog. It’s a simple, low-effort way to start monetizing the content you’ve already created.
BUT, one commonly overlooked and important factor that impacts revenue is the ad group you choose. Being overly cautious, such as selecting group C (mentioned above), usually results in lower payouts. In fact, a podcast with fewer impressions but selecting group A may earn more than a show with a larger audience that restricts itself to group C. If you are not seeing the revenue you want adjusting these may be a good call. You can contact Libsyn Support for help making adjustments.
It is all about finding the right balance between brand fit and your monetization goals.
6. What are the different audio ad placements or slots I can add?
Regardless of the type of audio ads your podcast is running, they will play everywhere your podcast is distributed, including platforms like Apple Podcasts. Ads are inserted into your episodes and delivered to the podcast listening app of your audience’s choice. Podcast ads are generally grouped into three types of ad placements. These include pre-roll, post-roll, and mid-roll.
Pre-Roll Ads
- These are ad spots placed BEFORE the episode runs.
- You can have more than one.
Mid-Roll Ads
- These ads are placed DURING the podcast episode’s run.
- You can also have more than one Mid-roll ad.
- Each Mid-roll ad slot can have 1, 2, 3 or 4 Ads available – you choose on a per ad slot basis.
Post-Roll Ads
- These are ads placed AFTER podcast episodes run.
- Again, you can have more than one, but we advise in the 1-2 range.
You can add these time-stamped markers within the Libsyn platform, telling us where to place ads. This gives you full control over how and when ads appear in your episodes. You can update or remove them anytime, and it’s all managed from one central place. You can learn more about managing podcast automatic ad settings for your show in our knowledge base.
Recommended Number of Ads per Episode for Episode Length
- <30 Minutes in Length – 1 – Pre / 2 – Mid / 3 – Post roll ads.
- 30 to 60 Mins in Length – 2 – Pre / 4 – Mid / 2 – Post roll ads
- 60 to 90 Mins in Length – 2 – Pre / 6 – Mid / 2 – Post roll ads.
- >90 Minutes in Length – 2 – Pre / 8 – Mid / 2 – Post roll ads.
7. How do I get paid from ad campaigns and brands?
Libsyn requests your PayPal address during the application process and sends payments to the email you provide. Don’t have a PayPal account yet? You can create one. There is a $20 payout threshold, and earnings are reported 30 days after the end of each month. Payments usually arrive within 60 days after the earnings are reported. Learn more about viewing your Automatic Podcast Ads revenue in your Libsyn account.
8. How do I get started with Libsyn's Automatic Podcast Ads
Getting started is easy:
- Log into your Libsyn account
- Click the Settings icon
- Select Advertising
- Apply and be accepted
- Customize your ad slots
Not on Libsyn yet? Use this form to get started.
Hosting with Libsyn is required to run Automatic Podcast Ads.
9. My show’s small. Can I still join?
Yes, you can! We’ve updated our requirements so that anyone can start earning, even if you’re just starting out. There’s no minimum audience size or download requirement to apply. Just know that your earnings will grow over time as your audience grows — and there’s a $20 payout threshold, so it might take a few cycles to reach your first payday.
10. What happens after I apply for Automatic Podcast Ads ?
Once approved, you’ll get an email confirmation and your account will be auto-enabled with two pre-roll and two post-roll ad slots — which you can customize at any time in your advertising settings. Your content will be converted to MP3 format (for ad compatibility), and you will be able to access earnings and ad slot tools.
Your podcast’s eligibility for Libsyn’s Automatic Podcast Ads is based on compliance with our Terms of Service, which align with legal standards. While most ineligible content falls under obvious violations (e.g., illegal or harmful material), here are two lesser-known but important reasons your show might not qualify:
- Artificially Inflated Downloads: We actively monitor for suspicious activity to protect the integrity of our ad platform and ensure fair compensation for all creators.
- Content Aimed at Children Under 13: Current advertising campaigns are not designed for audiences in this age group. However, if your show targets younger listeners and averages over 20K downloads per month, feel free to reach out to our Libsyn Ads team to discuss future opportunities.
If you need help with Automatic Podcast Ads, you can contact our support team directly at support@libsyn.com or check out our support article library for more information on ad slots, payment, and settings. We are here to help!
BONUS - What about my audience?
Podcasting is about building community and creating amazing content — don’t skip this part. It’s your foundation for growth. Your valuable audience and podcast listeners should always be top of mind. They are an important part of your growth and monetization opportunity.
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A few things to remember as you launch and grow with Libsyn’s Automatic Podcast Ads:
- Consistency is Key: Regular episode uploads can help attract more listeners and increase your downloads, which can lead to higher ad revenue. Aim for a consistent release schedule to grow your audience.
- Choose Your Ad Slots Wisely: The more ad slots you offer, the more revenue opportunities. But don’t overdo it! Too many ads can turn off listeners. Remember our recommendations above.
- Engage Your Audience: A loyal audience is valuable — so keep them in the loop. If you’re turning on ads, let listeners know how it helps you reinvest in content, gear, or even cover hosting costs. Transparency goes a long way. Share why you’re monetizing, and many will see it as a way to support the show they love.
Bring Your Audience Along for the Ride
Consider adding a quick note in your next episode after you are notified your application has been accepted. A simple, honest heads-up can go a long way in building trust and making your audience feel included. We took inspiration from our friend Aaron Mahnke at Lore. These aren’t his exact words, but we appreciate how directly and transparently he speaks to his listeners.
“Hey everyone! We’ve started running ads through Libsyn to support the show. These are programmatic ads — we don’t pick each brand, but we can block categories that don’t align with our values. Your support means the world, and this helps us continue creating great content, pay a few bills and hopefully upgrading our gear in the future!”
Turn Episodes into Income — Automatically
Libsyn’s Automatic Podcast Ads make monetization easier and more accessible than ever. Whether you’re just starting out or ready to scale, it’s a smart, streamlined way to turn your passion into profit.
No pitching. No contracts. Just revenue.
