Podcast Advertising and DAI Glossary: A-Z

When it comes to podcast advertising, there can be a lot of confusing terms. Here’s a complete A-Z to help you understand where you and your podcast fits in!

A

• Ad Break

The part of a podcast episode where an ad can be inserted, such as a pre-roll, mid-roll, or post-roll placement. Each Ad Break can have multiple Ad units available for insert (so, 2 ads for a pre roll, 1 for a mid roll, etc)

• Ad Campaign

A collection of ads running together to meet certain goals, like brand awareness, lead generation, or sales.

• Ad Inventory (Ad Impressions Available)

The total advertising space available within a podcast, including all available ad slots across episodes. For example if you allowed 2 Ad Units in the Pre and Post Roll ad slots, and you had 2 Mid-roll Ad slots each with 3 Ad Units available - your total Ad Inventory / Ad Impressions Available would be 10 (2 pre-roll/6 mid-roll/2 post-roll).

• Ad Opportunity

The chance for an advertisement to be delivered to a listener. Each ad slot within an episode creates an ad opportunity whenever a listener downloads or streams that episode.

• Ad Slot

A specific advertising position available for purchase - a pre-roll, mid-roll, or post-roll placement. Each Ad Slot can have multiple Ad Units available for insert.

• Ad Unit

A specific Ad opportunity that is available in an Ad Slot/Ad Break. Each Ad Slot/Ad Break can have multiple Ad Units available for insert as defined by the podcaster.

• Advertiser

A company, brand, or organization that purchases ad inventory to reach your podcast listeners.

B

• Baked-In Ad

An ad permanently embedded within the audio file itself (usually when recording or editing an episode). Unlike dynamically inserted ads, baked-in ads can’t usually be replaced or updated after publication.

• Brand Safety

Controls that help ensure advertisers and creators are paired appropriately. This can include content category restrictions and advertiser exclusions. This is key to ensure your podcast audience doesn’t hear inappropriate ads (so, betting ads on kids' podcasts, for instance).

C

• Campaign Budget

The total amount an advertiser allocates to a specific advertising campaign.

• Content Category

A classification used to describe podcast content, helping advertisers target suitable shows and helping podcasters control advertiser suitability. These are based off the industry-standard IAB Categories.

• CPM (Cost Per Mille)

The amount an advertiser pays for every 1,000 ad impressions delivered. A $20 CPM would see an advertiser pay $20 for every 1,000 impressions.

D

• DAI (Dynamic Ad Insertion)

Technology that inserts ads into podcast episodes at the time of download or playback, allowing them to be updated or changed over time.

• Demand

The level of advertiser interest in purchasing podcast inventory. Higher demand can help fill inventory, which can offer greater earning potential for podcasters.

E

• Earnings

Revenue generated from ad campaigns after any applicable fees or revenue-sharing arrangements.

• Episode Inventory

The total ad space available within a specific podcast episode.

F

• Faked-In Ad

This is where a host read ad is dynamically inserted (DAI) into a specific Ad slot in a specific episode to make it sound like it is a Baked-In Ad. Typically the Ad is setup to deliver for a specific number of impressions or until a specific date at which time the Ad is no longer inserted and the Ad slot is opened up for other advertisers.

• Fill Rate

The percentage of available ad opportunities that are filled with ads.

• Flight Dates

The start and end dates during which an ad campaign is scheduled to run.

• Frequency Capping

A limit on how many times a listener can hear the same ad within a defined period.

G

• Geo-Targeting

The option to deliver ads to listeners based on geographic location.

• Gross Revenue

Total ad revenue generated before deductions like platform fees or revenue sharing.

H

• Host-Read Ad

An ad recorded and delivered by the podcast host rather than by the advertiser. These can often result in higher revenue opportunities.

I

• IAB (Interactive Advertising Bureau)

The industry organization responsible for developing standards and best practices used throughout digital and podcast advertising.

• Impression

When an ad is successfully delivered to a listener.

• Inventory

The available ad opportunities within a podcast or episode.

L

• Listener Targeting

The ability to serve ads to specific audience segments based on available data and campaign criteria (demographics, location, interests, etc).

M

• Marketplace

The platform that connects advertisers with podcasters to buy and sell ad inventory.

• Mid-Roll Ad

An ad inserted during the main content of an episode. Because this is played “in-episode”, this typically offers higher engagement and potentially higher earnings.

N

• Net Revenue

Revenue remaining after any fees, commissions, or revenue-sharing deductions have been made.

O

• Open Inventory

Ad inventory currently available for advertisers to buy.

P

• Pre-Roll Ad

An ad played before the main episode content begins.

• Post-Roll Ad

An ad played at the end of a podcast episode.

• Programmatic Advertising

Automated buying and selling of ad inventory through platforms like Captivate Marketplace rather than direct negotiations with advertisers.

• Publisher

The podcaster or network making ad inventory available to advertisers.

R

• Remnant Inventory

Unsold ad inventory that remains available after direct deals. This can then be opened up to advertisers via the Marketplace.

• Revenue Share

The percentage of advertising revenue allocated to each party involved in the advertising partnership (usually the podcaster, platform, and/or advertiser).

• Run of Network (RON)

A campaign that can be delivered across multiple podcasts within a network rather than targeting individual shows.

• Run of Show (ROS)

A campaign that can be delivered across multiple episodes in a specific podcast rather than targeting individual episodes.

S

• Served Ad

An ad that has been successfully delivered to a listener.

• Simulcast

This is where an episode is made available as both Audio and Video. Typically with the Video downloads happening at YouTube and the Audio via RSS. When selling as a Simulcast the Ad read would typically be baked-in to the Video as a minimum with many hosts baking it in to both Audio and Video.

• Sponsorship

A direct advertising arrangement between a podcaster and an advertiser, often involving custom messaging or host-read ads.

T

• Targeting

The option to deliver ads to specific audiences based on criteria like location, language, device type, or interests. This is often interchangeable with Listener Targeting.

U

• Unsold Inventory

Available ad opportunities that have not yet been purchased by advertisers.

V

• VAST (Video Ad Serving Template)

An industry-standard framework that makes it easy to deliver and measure video ads across multiple platforms.

W

• Waterfall

This lets you prioritize ads based on source, where inventory is offered to one source before moving to the next. For example, if you have two pre-rolls and one is your own promo, you might choose to prioritize that each time, and then the automated ad fills the second pre-roll slot.

Y

• Yield

The amount of revenue generated from available ad inventory.

• Yield Optimization

Strategies used to maximize revenue from ad inventory through pricing, targeting, and inventory management.

Updated on: 24/06/2026