This Week's Influencer: Oxford Road Reveals a Podcasting Secret; Brazil's Untapped Gold Mine; Theo Von Gets Measurable; and More…

For the past year, some of the biggest names in podcasting have been working on a top-secret mission, one that could define the future of this multi-billion-dollar industry. Together, they debated three crucial questions: What’s a podcast? What’s an impression? Did the ad work?

Now, after months of closed-door meetings and discussions, Dan Granger (CEO & Founder, Oxford Road) and long-time strategy consigliere Giles Martin (EVP, Strategy, Oxford Road) are excited to unveil AMP, the Alliance for Measurement in Podcasting. The unprecedented effort, which features a cross-section of industry leaders, aims to answer podcasting’s big three questions and, in doing so, create a new blueprint for creators, advertisers, and platforms.

“We know that the lack of consistency in what we’re talking about, and in the things we’re measuring, is costing everyone money.” – Dan Granger (CEO & Founder, Oxford Road)

Learn More about AMP here

But, Seriously…What’s a Podcast? – It’s a question that, admittedly, we’re just slightly obsessed with (for proof, check out our award-winning “What’s a Podcast?” series here). But it’s an issue that impacts everyone in the ecosystem. The lack of a standard podcast definition has caused confusion and chaos. So much so that, by our math, the industry’s leaving a billion dollars on the table. AMP is the industry’s chance to unify and standardize, and an attempt to lift all boats.

The Best Brains in the Biz – In AMP’s meetings, we had voices from top podcast advertisers, platforms, and creators. They all recognize that the status quo isn’t working, and that the industry needs new and unified audio/video podcast definitions, exposure metrics, and ROI metrics. Did these smart, experienced, and very opinionated parties all land on the same answers? Of course not! But even if these diverse thinkers didn’t love every single aspect of the AMP Accords, they agreed to help put these changes in motion, for the betterment of the industry. The point is: We’ll work to make it work, together.

What’s Next for AMP – Now that the secret’s out on the biggest cross-collaboration measurement effort in podcasting, what’s next? In June, we’ll share some of the task force’s findings and market guidance. Then, at our CAO Summit in July, we’ll share the full AMP Accords. From there, it’ll be up to the industry. If you also hope for a Podcasting landscape that’s better for creators, publishers, brands, and everyone else in the industry, stay up to date with the AMP Accords here.

For more insights on one of the (previously) best-kept secrets in the industry, check out the full episode below.

The Classifieds

This is One Fesspool You Will Want To Dive Into

Network: Your Mom’s House Studios / Monthly Downloads: 50k

As literary genius Mark Twain once said, “Truth is stranger than fiction,” which perfectly summarizes the common consensus of the internet, and our first offering. Since premiering in early August, Arasha Lalani’s new podcast, Fesspool, capitalizes on our shared curiosity and constant FOMO. Each episode includes a talented guest, a colorful set, positive vibes, and jaw-dropping call-in confessions.

Arasha already honed a vibrant, deeply sardonic persona as a contributor on Smosh and its popular segment Smosh Pit. In this less improv-based opportunity, she dives in with her guests, getting personal and profound while retaining her signature off-the-wall sense of humor. This is a great podcast to test into as it’s taking off, and is highly recommended for advertisers who find success on Gen Z comedy offerings from contributors to Smosh, Dropout TV, Second Try, Mythical, and Gumball productions. Your secrets might not be safe, but your testing dollars are if you click the link below.

Get The Deal

These Comedic Legends Are Bringing Down the House

Network: Khan Artist Media / Monthly Downloads: 140k

While Kevin Smith has many notable and familiar quotes, very few of them are fit to print in an industry newsletter. Luckily, he and Jason Mewes (Clerks I-III, Mallrats, Dogma, etc) finally have an appropriate space for those quotes, and so much more, in their new podcast. Premiering June 10th, the video-heavy simulcast promises to include behind-the-scenes anecdotes, updates on their current work, and long-form storytelling that has become synonymous with Smith’s audio offerings as of late.

Longtime fans will also undoubtedly tune in to bask in the nostalgia and hear from one of their favorite creators on his recent exploits. Advertisers seeking an older male audience interested in TV & Film are a top priority to test in this fresh new opportunity.  If you’re standing outside a convenience store, open the door and come on through to the link below for more details.

Get The Deal

In Case You Missed It

Same Show + Different Measurement Standards = Chaos and Confusion

Amazon used its Upfront pitch to position podcasts as more than an audio extension, with shows like its Oprah Winfrey partnership competing for broader entertainment and TV budgets. The more important point came from Amazon’s Head of Ad Revenue, Angie More, who acknowledged that measurement remains a major challenge, especially when audiences consume the same content across platforms that Amazon does not fully control. The article argues that video podcasts, creator shows, and hybrid media properties are being sold across podcast, CTV, and creator budgets, even though each channel uses different definitions of audience, delivery, and value. The author identifies the right problem but then argues it’s a buyer problem. Different buyers will always value the same property differently. The real problem is that the underlying unit is not consistent. A podcast download, a TV impression, and a YouTube/creator video view are often treated like comparable media exposures, but they are not the same. CPM only works as a common currency if everyone agrees on what the impression actually represents.

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Brazil is Sitting on a Podcast Gold Mine & Marketers Have No Idea

Brazil’s digital advertising market reached R$42.7 billion, roughly $8.68 billion in US dollars, in 2025. That is about the size of the U.S. digital audio market alone. Despite Brazil’s strong audio performance, digital audio remains a small part of the country’s ad mix: the IAB Brazil report does not break out audio as a separate category, while CENP Meios shows digital audio at just 0.3% of spending among major agencies. The article argues that the gap is not caused by consumer demand but by historical barriers related to fragmentation, measurement, and radio’s legacy buying structure. Brazil is a highly developed market for audio listenership; every major data point in the article supports that. Yet the audio ad market remains underdeveloped, particularly in podcasting. If audio inventory becomes more accessible, measurable, and easier to buy, international media budgets should follow.

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Content Creators Open YouTube’s Black Box

The Roost, the video-first podcast network behind creators like Theo Von and Trisha Paytas, has partnered with Magellan AI to bring attribution and verification tools to its advertiser campaigns across both audio and video. Advertisers will now have access to delivery verification, reach measurement, and lift reporting across The Roost’s creator network. As podcasting becomes more video-led, YouTube remains largely a black box. This partnership is interesting because it gives advertisers a better view into audio and video podcast delivery, even if only within one publisher network for now. That is a small but important move toward making creator-led podcast buys more accountable.

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#SaveTheLiveReads

Investigator Slater Cracks the “Sad Underwear Drawer” Case

Investigator Slater has all the facts lined up in this recent live read for MeUndies. She opens with the summer wardrobe audit, and I feel  personally called out; like yes, I too have underwear in my drawer from before the pandemic with absolutely no business still being there, waistbands all warped and sad, and the fact that she just said that out loud so casually is exactly why this ad works so well. She’s not a host reading copy; she’s a friend venting about her underwear drawer.

Her tone is carefree yet intentional, addressing a more private topic while still showcasing the brand in a fun way.  It’s short and sweet, yet effective, and not coming from an overly pushy salesperson just looking for their next commission. What really seals the deal, though, is the drawer glow-up moment, going from a chaotic grab bag of miserable old pairs to something she actually doesn’t mind opening anymore. Case closed, culprit caught, MeUndies for the win.

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