Miroma Acquires Ad Results Media, YouTube Takes the Measurement Layer, & More

Today in the business of podcasting:

Reminder: Sounds Profitable's latest research, The Podcast Atlas, will debut tomorrow, July 1, at 2:00 p.m. Eastern in a live webinar hosted by Tom Webster. Registration is free and open now, grab your virtual seat!
Miroma Group has acquired performance audio advertising agency Ad Results Media, with CEO Jordan Fox framing the deal as a major U.S. expansion that brings ARM's podcast-native performance advertising into Miroma's broader portfolio.
Ben Robins' latest UK Advertising Landscape installment finds 44% of UK podcast listeners aged 18 to 34 made a purchase after hearing a podcast ad, and flags the 55-plus demographic as a meaningful untapped opportunity for podcast advertisers.
YouTube has retired BrandConnect in favor of Creator Partnerships built into Google Ads, monetizing brand amplification of creator content while controlling discovery, distribution, and measurement rather than taking a commission on creator deals.
Podnews editor James Cridland tests whether HLS streaming improves podcast consumption measurement, concluding the data is clearer than traditional downloads but that browser buffering and inconsistent play definitions across apps still limit meaningful measurement gains.

To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

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