



The report finds that spending on podcasting advertising will quintuple over the next five years, from an US$80 million base in 2006 to a $400 million market in 2011. eMarketer analyst James Belcher is betting that a familiar Web power player will spark much of that growth: Google.
Belcher expects that by 2008, the 800-pound algorithm gorilla will develop a version of AdSense that can be easily adapted to podcasts, theoretically allowing any Joe Schmoe podcaster to implement advertising. "That should help grow the market," he told MediaWeek.
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