Podcast Sponsor Marketplace Search

Search podcast ad marketplaces and networks to find shows that accept paid sponsorships from advertisers, matching your ICP's industry, audience size, and budget constraints.

Tool Options

| Tool | Method | Best For | |------|--------|----------| | AdvertiseCast (Libsyn Ads) | Self-serve marketplace (web) | 1,300+ indie podcasts, host-read + programmatic, $500+ minimum | | Podcorn | Self-serve marketplace (web) | No minimum spend, direct podcast-to-brand matching, 10% commission | | Acast | Self-serve + managed | Programmatic + host-read, large podcast network, CPA models via Podscribe | | Gumball | Marketplace (web) | Mid-size indie podcasts, transparent CPM pricing | | RedCircle | Marketplace + network (web) | Self-serve, flexible budgets, cross-promotion options | | Spotify Ad Studio | Self-serve (web) | Spotify-exclusive shows, audio + display ads, $250 minimum | | iHeart Ad Builder | Self-serve (web) | Large-audience shows, $500 minimum |

None of these platforms have public REST APIs for programmatic search. All discovery is done via their web interfaces or by contacting their sales teams.

AdvertiseCast / Libsyn Ads (Primary for B2B)

Discovery

Browse the marketplace at https://advertising.libsyn.com/ or https://www.advertisecast.com/.

Use filters:

• Category: Select industry verticals (Technology, Business, Marketing, Entrepreneurship, Science)
• Downloads per episode: Minimum 1,000 (Smoke), 5,000+ (Baseline), 10,000+ (Scalable)
• Ad type: Host-read (preferred for B2B trust) or Pre-produced
• Placement: Pre-roll, mid-roll, or post-roll
• Price range: Set to your per-placement budget

For each result, capture:

• Podcast name and host name
• Category/genre
• Estimated downloads per episode
• CPM rate (host-read mid-roll typically $25-40 CPM for B2B)
• Minimum commitment (episodes or spend)
• Contact email or booking URL

Pricing Model

AdvertiseCast uses CPM pricing. Revenue split: 70% to podcaster, 30% to AdvertiseCast. Minimum campaign: $500.

Typical B2B niche rates:

• Pre-roll (15-30 sec): $15-25 CPM
• Mid-roll host-read (60 sec): $25-40 CPM
• Post-roll (15-30 sec): $10-20 CPM

Calculate cost per placement: downloads_per_episode * cpm / 1000

Example: 5,000 downloads/episode at $30 CPM mid-roll = $150/placement.

Podcorn (Low-Budget Entry)

Discovery

Browse at https://www.podcorn.com/ — create a brand account (free).

Post a campaign brief with:

• Campaign name and description
• Target audience description
• Budget range per episode
• Preferred ad format: host-read, product review, topical discussion, or custom integration
• Campaign dates

Podcasters matching your criteria will send proposals. You can also browse podcasters directly and invite them to your campaign.

Pricing Model

No minimum spend. Podcorn takes 10% commission from the podcaster's side. Pricing is negotiated directly between brand and podcaster. Typical niche B2B podcast rates on Podcorn: $50-300 per episode for shows with 500-5,000 downloads.

Acast

Discovery

Contact Acast sales at https://advertise.acast.com/ or use their self-serve platform. Acast offers:

• Programmatic ad insertion (DAI) across their network
• Host-read sponsorships on specific shows
• CPA models integrated with Podscribe attribution

Pricing

Self-serve: starts at $250 minimum campaign spend. Managed: custom quotes. CPM rates: $15-35 for programmatic, $25-50 for host-read.

Gumball

Discovery

Browse at https://www.gumball.fm/. Gumball focuses on mid-size indie podcasts with transparent pricing.

• Search by category and audience size
• See published CPM rates upfront
• Book host-read spots directly through the platform

Pricing

Transparent CPM-based. Typical mid-roll rates: $20-35 CPM. Gumball takes 25% commission.

RedCircle

Discovery

Browse at https://redcircle.com/brands. Self-serve platform for booking ads across indie podcasts.

• Category-based search
• Audience size filters
• Direct messaging with podcast hosts

Pricing

Flexible budgets, no stated minimum. CPM or flat-rate pricing negotiated per show.

Direct Outreach (for Podcasts Not on Marketplaces)

Many high-value B2B podcasts sell sponsorships directly. To find them:

1. Search Google: "{your_industry}" podcast sponsorship OR "sponsor this podcast" OR "become a sponsor"
2. Check podcast websites for "Sponsors," "Advertise," or "Partner" pages
3. Look at competitors' podcast appearances — if they sponsor a show, it validates the audience
4. Use ListenNotes (podcast-directory-search fundamental) to find niche shows, then visit their websites for sponsorship info

For direct outreach, email the host/producer requesting their media kit or rate card.

Qualifying a Podcast for Sponsorship

For each podcast found, evaluate:

1. Downloads per episode: Minimum 1,000 for Smoke, 5,000+ for Baseline
2. Audience fit: Does the podcast's listener demographic match your ICP? Check the media kit for audience data.
3. Accepts advertising: Confirmed — the show is on a marketplace or has a sponsorship page
4. Host-read available: Host-read ads outperform pre-produced by ~31% in purchase rate (Podscribe data)
5. Publishing cadence: Weekly or biweekly preferred (more frequent = faster testing)
6. Sponsor history: Shows with existing sponsors have proven ad programs

Store qualified podcasts in a Clay table or Attio list with fields: show name, host, downloads/episode, CPM, cost per placement, marketplace source, ad format, booking status.

Error Handling

• No results in your niche: Broaden category search. Try adjacent verticals (e.g., if "DevOps" returns nothing, try "Software Engineering" or "Technology")
• Rates not published: Email the podcast or marketplace for a rate card. Assume $25-40 CPM for niche B2B as a planning estimate.
• Marketplace requires minimum spend above budget: Use Podcorn (no minimum) or direct outreach for Smoke testing