Guardian Unlimited is trialling software that will make it easier for advertisers to run campaigns specific to the subject matter of its podcasts.
The software – called Tambor – allows publishers to insert an audio advert, using a web interface, into a podcast without the need to re-edit the entire piece.
The software, developed by Tangozebra, is designed to quicken and simplify the process of changing audio adverts and maintain revenue income from older, yet popular podcasts where the original advert is no longer relevant.
