by Gavin Gaddis
The new exclusivity partnership between SiriusXM Media and Google will allow advertisers to buy guaranteed audio ad impressions against YouTube’s high-value audiences at scale for the first time. In recent months, the combination of SiriusXM, AdsWizz, and Simplecast has made major moves across technology, inventory, and ad sales, and it's been very impressive to watch. That stack already gives them a unique advantage that benefits nearly every company in this space. Now, with an exclusive audio ad sales relationship with YouTube, they're extending that reach even further and helping buyers and publishers monetize audiences wherever they get their podcasts.
The Media Leader covers High Gain Audio, Radiocentre’s new report on audio advertising effectiveness by WPP Media. The study demonstrates the return on investment (ROI) impact of broadcast radio and digital audio (both individually, and if combined) relative to other media. Multiplatform audio delivered short- and long-term ROI above the all-media average — up to 32% higher for short-term investments (up to three months) and 21% more full-term.
The IAB Tech Lab launched the Programmatic Governance Council to address challenges in the world of programmatic advertising. According to Hill’s reporting, the initial participants in the council include Dentsu, Omnicom Media Group, WPP, Disney, Magnite, PubMatic, Hearst, News Corp, Yahoo, Amazon Ads, The Trade Desk, Raptive, and Mediavine. The council aims to create a structured forum aligning business expectations and technical standards.
This piece looks at the trend of content creators launching their own ad agencies. From Dhar Mann’s company Fifth Quarter in 2022 to Natalie Marshall’s Expand Co-Lab launching this month, Scalable finds six sizable creators have gotten into the business of cutting out the middleman. This move likely stems from creators’ desire to scale by selling their own inventory, rather than competing with traditional ad agencies or holding companies.
A look at how David’s Bridal has invested in a new ambassador program named Style Squad. Launched in January, Style Squad lets external creators and internal employees (“Dream Makers”) produce shoppable content across digital channels. Both external and internal Style Squad members can earn up to 20% commission on sales driven by their content, with David’s Bridal focusing on affiliate-style marketing instead of paying creators flat fees for sponsored content.
…as for the rest of the news:
The Early entry phase of The Signal Awards 2026 is now open, with a deadline of May 8.
Signal Hill Insights President Paul Riismandel shares key takeaways for podcasting from Branded Content Days NYC 2026.
Podcast Nation has partnered with 7EQUIS to lead sales for the series bangin’ out.
Ashley Carman covers reports of internal stress at Alex Cooper’s Unwell Network as key figures depart, content is cancelled, and anonymous reports of co-CEO Matt Kaplan yelling at employees.
RTÉ Programme Sales has announced its first ever deal with a U.S. distribution partner, licensing the limited series Stolen Sister to Pushkin Industries.
Vox Media has announced a national tour for the podcast Prof G Markets, kicking off May 27 in San Francisco and ending in New York City on June 2.
Riverside is hosting a fireside chat tomorrow, April 23, with Managing Director of YouTube Content Partnerships & Partner Development Chris Schremp. Joined by Riverside Head of SEO & AI Search Erika Varangouli, they’ll discuss how brands win on YouTube with creators.
