No one knows for sure how 2023 will play out, but what we are all in agreement on is that the first quarter is going to be a touch rocky.

History tells us that, in these times, clients should double-down on trusted brand-safe media environments, where they can prove the effectiveness of their advertising to drive outcomes.

Across digital audio and podcasting, I see the future is firmly tied to effectiveness and measurement.

Tools such as brand uplift studies and the inclusion of audio within industry standard certifications such as the IAB Gold standard will play a key part in justifying media budgets.

This, in turn, will lead to a more measurable, transparent and effective digital audio ecosystem for clients to run their campaigns.