---
title: "Dynamic Ad Insertion for Podcasts"
slug: "advertising-on-podcasts-in-omny-studio"
updated: 2026-05-20T14:38:56Z
published: 2026-05-20T14:38:56Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.tritondigital.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Dynamic Ad Insertion for Podcasts

Instead of producing a podcast episode where the ads are baked in to the content, you can use Dynamic Ad Insertion (DAI).

> [!NOTE]
> Also see:
> 
> - [TAP User Guide](/user/docs/new-tap-user-guide)
> - [TAP Programmatic](/user/docs/tap-programmatic)
> - [TAP Glossary](/user/docs/new-tap-user-guide-glossary)
> - [TAP Programmatic Glossary](/user/docs/tap-prog-glossary)

DAI automatically inserts ads when your audience downloads or plays the clip. To do this, you start by marking the places in your podcast where an ad can be inserted. These places are called *ad markers*.

When your audience downloads your podcast or streams the podcast in an embed player or app, Omny automatically inserts ads at the ad markers.

You can use DAI tools such as TAP (Triton Advertising Platform) and TAP Programmatic to create pre-, mid- and post-roll ads to insert:

- Length: The industry convention is 15, 30, and 60 seconds. Or the ad can be ten seconds or five minutes
- Target the listener, context, or create custom targeting: For example, you can target ads to insert based on the listener’s geographical location.
- But if there are no ads that target your content, then the podcast just carries on seamlessly.
- It doesn’t even have to be an ad. The inserted content can *filler*, such as public service announcements, network promos, and so on.
- You can sell ads by *direct sold*and *programmatic*. This allows for revenue maximization, usually with programmatic filling unsold inventory, and inventory from downloads in geography that's not been direct sold.

## Ad Targeting

As a publisher, you can specify which ads to insert with *targeting*:

- Ad marker position: pre-roll, mid-roll, post-roll
- Episode numbers
- Geographical position
- Podcast content

## **Direct Sold**

These ads are created by you, the publisher, or at least controlled by you if you get help with production. You decide how much you will charge to insert these ads.

## **Programmatic**

These are ads that are placed through a market such as [TAP Programmatic](/user/docs/tap-programmatic). These ads are pre-recorded, and provided by advertisers.

You cannot edit, alter, or preview the ads. But you can control what kinds of ads to insert:

- Which ad (IAB) category the ads are from, or excluded from
- The advertiser's domain
- The ad frequency that it can be inserted.