Unlocking Podcast Advertising Potential with Acast’s Milly Botes

In this episode of the Product Led Growth Leaders podcast, host Thomas Watkins sits down with Milly Botes, VP of Product at Acast, to explore how data, creativity, and innovation are shaping the next evolution of podcast advertising. Together, they dive into the power of human connection, the rise of AI-driven ad placement, and how creators and marketers alike can tap into podcasting’s unmatched potential for authentic engagement. For leaders building product-led organizations, this episode reveals valuable lessons on leveraging audience insights, monetization strategies, and scalable systems that drive measurable growth in the audio space.

The Data-Driven Future of Podcast Advertising

As podcasting moves from a passion platform to a performance channel, Acast stands at the intersection of creativity and analytics. Representing more than 140,000 creators and reaching over one billion listeners per quarter, Acast is redefining how creators and advertisers connect through sound.

Milly explains how podcasting’s success is built on intentional listening—a space where audiences choose to engage. This makes podcast listeners more receptive, loyal, and responsive than traditional ad audiences. At the same time, Acast’s marketplace is simplifying how brands discover the right shows and how creators monetize, using AI-powered recommendations and dynamic ad insertion to optimize results.

For podcasters, Milly emphasizes that success doesn’t hinge on downloads alone. Instead, engagement metrics, audience alignment, and storytelling authenticity determine real influence. For advertisers, it’s about leveraging these same insights to create high-impact, values-aligned campaigns that resonate deeply with the right listeners.

About Milly Botes

Milly Botes is the VP of Product at Acast, where she leads initiatives that help creators and advertisers connect through technology, innovation, and storytelling. With extensive experience in digital media and product development, Milly is passionate about shaping the future of podcast monetization and expanding access for creators worldwide.

About Acast

Acast is a global podcasting platform that helps creators reach, grow, and monetize their audiences. With tools for dynamic ad insertion, AI-driven recommendations, and self-serve ad buying, Acast empowers both podcasters and advertisers to create meaningful, scalable connections in the digital audio landscape.

Links Mentioned in This Episode

• Acast Official Website

• Connect with Milly Botes on LinkedIn

Key Episode Highlights

• Authenticity is the differentiator — podcast audiences trust host-read messages over scripted ads.

• Data is redefining ad performance, with engagement and retention metrics becoming more valuable than downloads.

• AI-powered ad matching is transforming how brands find the right creators and optimize reach.

• Omnichannel distribution—including YouTube and short-form video—is critical for discovery and monetization.

• Start monetizing early by focusing on niche engagement rather than waiting for mass reach.

Conclusion

Podcasting’s growth story is far from over. As Milly and Thomas discuss, the real opportunity lies in merging technology with the human experience—turning creativity and data into scalable impact. Whether you’re a product leader, marketer, or creator, this episode offers a roadmap for navigating the evolving podcast economy.

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