How Mid-Tier Publishers Are Winning with Programmatic Ad Tech with Stacy Newhuis of SoundStack

Can programmatic advertising really open up new revenue streams for mid-tier publishers and independent creators?

In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Stacy Newhuis, Senior Vice President of Marketplace at SoundStack, about the evolving business of podcast monetization, ad tech, and industry trends. Stacy shares how SoundStack has evolved to champion tech-agnostic solutions, why mid-tier publishers are finally finding comfort in programmatic buying, and how embracing flexibility and "unreasonable hospitality" builds lasting partnerships.

As she puts it:

"We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work."

Here are some insightful moments within the episode:

Where the money is through reach extension and programmatic inventory

How programmatic ad tech breathes new life into historical back catalogs

Balancing brand safety, brand suitability, and political ad controls

Why being tech-agnostic gives independent publishers the freedom to grow

Applying "unreasonable hospitality" to customer service and client relationships

Navigating the evolving intersection of audio and video podcasting

Stacy Newhuis is the Senior Vice President of Marketplace at SoundStack, bringing over a decade of audio industry experience across traffic sponsorships, digital audio exchanges, and marketplace strategy.

Connect with SoundStack: www.soundstack.com

Episode Chapters

(00:00) – Introduction to SoundStack and the philosophy of failing forward

(01:42) – Where is the money in podcasting: Reach extension and programmatic inventory

(04:00) – Turning baked-in ads into dynamic revenue opportunities for back catalogs

(05:00) – The power of micro-creators and dedicated niche audiences

(10:12) – Political advertising trends and granular audience targeting

(11:54) – Why mid-tier publishers are shifting into programmatic solutions

(14:14) – Stacy's journey into the audio industry and the early days of programmatic

(18:33) – Why human connection and trust still drive successful ad buys

(21:37) – SoundStack’s tech-agnostic approach and putting publishers first

(27:12) – Behind the scenes: Team offsites, travel, and building company culture

(30:34) – Delivering "unreasonable hospitality" to top-tier and mid-tier publishers alike

(33:21) – Learning from failed integrations and keeping a growth mindset

(38:44) – If starting over, why solo traveling and adaptability are essential skills

(44:06) – What's next for podcasting: The rise of industry visibility and navigating the video landscape

Some Additional PodBiz Buzz…"We're very much of the opinion is, let's try everything and see what works and then grow and learn from what works. Versus penalizing people for what didn't work." "People buy from people they like. I mean, the same is true within the workplace. People are more likely to help out people... when you know somebody is as a friend or as a real person and not just... what they're doing in their role." "Change is inevitable. It's coming. So how well are you going to respond when it does?"

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PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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