Power of independence with Kast Media - The Short Stack
Friends,
Greetings from Denver!
Does working with independent media networks and tech providers really matter to podcasters? Is it a more high-minded principle than practical necessity?
Look at it from the creator’s perspective. Putting aside their higher purpose for a moment – to bring new insight and/or joy to the world – let's agree that most podcasters are otherwise looking for two things: 1) a big audience, and 2) easier ways to earn revenue that keeps them growing.
The biggest media-tech's have big reach, no doubt. But there’s obviously an eager audience outside of those walls too. Neutral partners – with connections across the market – are really the only way to reach those listeners. As we know, sometimes the very existence of a great podcast can depend on this.
Similarly, higher revenue comes when more of the right advertisers for a given impression can access it. Stay open to as much demand as possible, add innovations like DAI that enable the most fruitful transaction for everyone, and the power of independent tech rings loud and clear.
This is what our partnership with Kast Media is all about – two independent leaders coming together to ensure that great podcasters keep creating, and loyal listeners keep listening.
I’ll be talking more about it this week at Podcast Movement Evolutions with friends from Barometer, Edison, Megaphone, and Blubrry. See you Thursday at 9am PT!
Rockie Thomas , CSO 
Acast’s survey finds marketers remain confident in the continued growth of podcasting. According to the study, podcasts rank highest with marketers for accurate targeting, reaching mentally engaged consumers, sustainability, and unduplicated reach.
Magnite and PubMatic, two of the largest independent SSPs and among the few that are publicly traded, used their fourth-quarter earnings calls to recast the turbulence among their competitors as an opportunity, not a threat.
“I want to highlight ‘independence’ — you’re focusing on the fact that you’re not tied to media…not owned by anybody who owns media…not selling your own podcasts…you're truly a technology play connecting all those pieces.”
Sounds Profitable’s Bryan Barletta goes deep with SoundStack CRO Rockie Thomas on how Marketplace is one of the most immediate proof points of the power of an open, independent worldview.
