We will discuss why sound is so critical in podcast ads. With podcast listening still predominantly done via headphones - having people's undivided attention – the effectiveness of ads, especially host reads, has been proven. We will discuss why host reads rely on authenticity, so how do we maintain this as the market grows and how host reads and ads can work together. Plus the role of ad formats, long-form ads, brand audio stories and radio advertising versus podcast ads. Even the emotional connection of sound and the ability to give brands a sound through soundscapes but also sonic triggers. There is a huge opportunity for amazing brand story telling, but how do we get there and what does the future look like?