When a listener requests an episode of any podcast hosted on Megaphone the Megaphone Adserver looks at the IP address and user agent string of the listener to determine the most appropriate "ad load" to insert into the episode. At a high level there are three types of advertisements that get inserted:
- Direct-Sold Ads
- MTM (Megaphone Targeted Marketplace) Ads
Direct-Sold Ads are created in the Campaigns Library and have their own set of priorities (1 to 10) that can influence whether or not an "Order" gets inserted.
MTM Ads are sold by the Megaphone Ad Ops team. Only podcasts that have explicitly opted-into MTM (this requires a contract addendum) will have MTM ads inserted into their shows.
Promos are similar to Orders in the Campaign Library but are designed for in-house, unpaid advertisements that are only inserted if no Direct-Sold or MTM Ads are available.