Spotify introduced Spotify Podcast Ads with Streaming Ad Insertion (SAI), which leverages streaming to deliver Spotify’s full digital suite of planning, reporting, and measurement capabilities. Spotify Podcast Ads (according to Spotify) offer the intimacy and quality of traditional podcast ads with the precision and transparency of modern-day digital marketing.

Joe Withrow, Sr. Product Manager of Podcast Monetization at Spotify says, “In the past five years, podcasts have become a staple of pop culture. In that time, I’ve spoken to a lot of skeptical brands, and the conversation consistently begins and ends with measurement. I’m excited to continue evolving the medium at Spotify. With our trusted, logged in audience, we can finally prove out the effectiveness of podcasts with the data and insights that digital advertisers expect.”

Previous to coming to Spotify, Joe Withrow played a key role in launching Megaphone in 2014. It popularized Dynamic Ad Insertion (DAI) with leading podcast publishers like the Wall Street Journal and Gimlet Media.

Nick Quah of Hot Pod notes: It’s being called “Streaming Ad Insertion” (SAI) – a conspicuous echo of “Dynamic Ad Insertion” – and at the outset, the ad technology will only be applied to Spotify’s original programming and shows that are exclusive to the platform.

Spotify says that one brand that has “jumped on board” is Puma. The company teamed up with the Jemele Hill is Unbothered podcast. Spotify says doing so drove Puma’s ad recall list up 18 points.