Podcast Summary: AdTechGod Pod Ep. 119

Guest: Jennifer Louie Oon, SVP of Sales, DAX US
Host: AdTechGod
Release Date: February 3, 2026
Topic: Audio’s “Missing Middle” and Monetization

Episode Overview

This episode spotlights Jennifer Louie Oon, SVP of Sales at DAX US, to unpack the evolution, challenges, and monetization opportunities in the audio advertising sector. The discussion dives into Jen’s unique career trajectory across major adtech and media brands, the “missing middle” in audio audience reach, measurement hurdles, and trends in podcast and audio monetization. The conversation is candid, insightful, and focused on people, strategy, and innovation in audio.

Key Discussion Points & Insights

1. Jennifer Louie Oon’s Nonlinear Career Path

[04:04-08:40]

• Jen describes her start in digital media from a Rutgers internship, and advice that shaped her ethos:
  “No matter what you do...the most important part is those relationships and to never burn a bridge. Whoever you meet or you work with…they could be your boss or your client the next time around.” [04:28]
• She shares her transitions across agency work (Ogilvy, others), then moving to sales at IGN Entertainment, followed by pivotal roles at Pandora, Spotify (including launching Michelle and Barack Obama’s podcasts), and Paramount.
• Her decision-making focused on learning and growth, not title-chasing:
  “The draw to learn something new is much bigger pull. And I think I’m really, really grateful that I did make that choice.” [08:11]

2. The State of Audio & Podcasting Consumption

[02:36-03:41]

• Both Jen and ATG reflect on the personal impact of audio and podcasting becoming mainstream over the last 7-8 years.
  • “It’s not this niche little behavior. It just continues to become more and more mainstream, which I love.” – Jen [02:54]

3. The “Missing Middle” in Audio Advertising

[09:26-12:31]

• Jen identifies a problem in audio ad investment: budgets are small and split mainly between two major streaming apps, each catering to extreme demographic ends (older vs. younger).
  • “The pie for audio from advertisers is just too small...money usually gets divvied up into maybe two streaming apps for audio.” [09:33]
• This approach misses core audiences and many geographical markets:
  “You’re missing parts of the country. You’re not speaking to everyone.” [10:48]
• DAX positions itself as a solution, aggregating premium audio inventory (music, news, podcasts, digital radio) supporting ad delivery across all DMAs—local at scale.
  • “We exclusively represent 20% of the US audio marketplace...a fifth of the market that advertisers are not reaching when they don’t include us in their audio mix.” [11:46]

4. Audio’s Undervalued Share of Media Spend

[12:31-14:55]

• Audio gets just ~3% of media budgets versus TV’s 15-20%, despite users spending far more time in audio channels:
  • “In audio, [consumers] spend a little bit over four hours per day.” [13:44]
• Visual media remains prioritized because visual assets are costly and get more attention, even though their actual engagement is lower than advertisers imagine.

5. Measurement Gaps & DAX’s Response

[13:23-14:55]

• Measurement shortfalls hurt audio’s credibility. Most brands use marketing mix modeling (MMM), but small investments in audio hinder seeing its true impact.
• DAX now provides automatic brand lift studies (in partnership with DISQO) at no extra cost to prove ROI:
  • “We want more ammo for our clients to show the effectiveness of audio, and we don’t want cost to be a barrier...” [14:38]

6. Host-Read vs. Programmatic Podcast Monetization

[14:55-18:33]

• Host-read branded content is highly valued, with many podcast networks sold out months in advance.
  • “They don’t even know who’s coming on the podcast, but they want it because the listenership and the focus and attention from listeners are there.” – ATG [15:14]
• Jen predicts enduring value for authentic host reads but foresees innovation to blend programmatic efficiency with host-read integrity:
  • “Listeners are very savvy in knowing their host voice…it has to be that voice…There will be innovation so we can streamline the process and take the friction out of the buying process.” [16:31]
• She alludes to an upcoming DAX announcement aiming to merge programmatic buying with true host reads, reducing friction for both advertisers and creators.
  • “We are going to be announcing something soon where we are trying to marry the beauty of Programmatic with host reads...” [18:19]

7. Audio for Local versus National Advertisers

[19:36-20:27]

• Jen shares that, while national brands like McDonald’s, Verizon, and Walmart use local audio buys, smaller businesses are also increasingly shifting ad budgets locally for targeted reach.

8. Future Trends & Excitement in Audio

[20:27-21:42]

• Expect massive industry growth as measurement advances and agencies recognize audio’s true impact:
  • “I’m just excited for audio to be taken more seriously with the advancement of measurement…No longer will it be 3% of overall spend, but it should be closer to, I would say, 15%.” [20:38]
• Both agree that the value of audio isn’t captured by visuals alone, and that persistent education is needed to shift advertiser priorities.

9. The Role—and Dangers—of AI in Audio Creative

[22:33-23:25]

• Both Jen and ATG express skepticism about current generative AI for creative, preferring “good creative” over “AI slop.”
  • “I don’t like what’s happening right now with some of that AI.” – Jen [22:37]
  • “It’s not ready for primetime yet…and I think that concerns me. It’s like, let’s refine it and get better at it first.” – ATG [22:59]

Notable Quotes

• “No matter what you do...the most important part is those relationships and to never burn a bridge. Whoever you meet or you work with...could be your boss or your client the next time around.” – Jennifer Louie Oon [04:28]
• “The pie for audio from advertisers is just too small...money usually gets divvied up into maybe two streaming apps for audio.” – Jennifer Louie Oon [09:33]
• “We exclusively represent 20% of the US audio marketplace...a fifth of the market that advertisers are not reaching when they don’t include us in their audio mix.” – Jennifer Louie Oon [11:46]
• “I think authentic voice of the host will always carry value...every consumer has opted in, they have chosen to listen to that voice...That is the main...magic sauce of podcasts.” – Jennifer Louie Oon [16:02]
• “We are going to be announcing something soon where we are trying to marry the beauty of Programmatic with host reads.” – Jennifer Louie Oon [18:19]
• “I’m just excited for audio to be taken more seriously with the advancement of measurement…No longer will it be 3% of overall spend, but it should be closer to, I would say, 15%.” – Jennifer Louie Oon [20:38]

Memorable Moments & Timestamps

• [04:28] Jen’s mentor’s advice on relationships in adtech.
• [08:10] Jen reflects on growth versus chasing higher titles.
• [09:33] Explanation of audio’s “missing middle.”
• [14:38] DAX’s brand lift measurement initiative.
• [16:02] The enduring power of the host’s authentic voice.
• [18:19] Teaser: DAX’s forthcoming innovation in programmatic host reads.
• [20:38] Bold prediction for audio’s budget share in coming years.
• [22:37] The creative risks of deploying AI-generated ads too soon.

Tone and Demeanor

The conversation is collegial, candid, and passionate about audio’s evolution and the human stories behind the business. Jen’s approach is thoughtful, pragmatic, and optimistic, while the host brings curiosity and real-world perspective from inside the industry.

This episode is an essential listen for anyone interested in audio advertising, podcast monetization, or the future of adtech—from agency buyers to podcast creators and industry executives.