Podcast advertising has been growing steadily and further developed over the past few years. Baked-in advertising got gradually replaced by dynamic ad insertion. Host read ads used to be the dominant form of advertising. Nowadays we see more and more automatic buying. Still, a large part of the inventory is not monetized yet. The panellists will discuss, which further developments are ahead of us and what must change in their view in order for podcasts to attract more advertising budgets.