Podcasting has exploded in popularity over the last decade, becoming a mainstream medium for content creators, entertainers, and businesses. But behind the scenes, one of the most cumbersome aspects of podcasting is the billing process.
Podcast billing, mainly when dealing with various advertisers and multiple episodes, can quickly become a time-consuming and error-prone task. The traditional methods often involve manual input, complicated spreadsheets, and a lack of real-time tracking. This causes inefficiency and also hampers the creativity of content creators.
Apoorva Mishra, Senior Product Manager at ART19 an enterprise podcast hosting and monetization platform acquired by Amazon Music in 2021 has a clear focus: to simplify this complex system, thereby freeing podcasters to do what they do best. In this role, Mishra is the single point of contact for product needs for two business groups. He's solely responsible for creating product vision by understanding customer needs through research, documenting the requirements, and socializing the product vision to internal and external stakeholders through cross-functional partnerships, efficient project management, and finally delivering features to drive ART19's primary source of revenue.
Merging Technology and Human Ingenuity
"The task was always clear," Mishra explains. "To use technology in such a way that it amplifies human creativity, rather than overshadowing it."
This philosophy led the tech whizz to design innovative financial automation tools for ART19, to reduce and simplify cumbersome billing processes faced by podcast publishers and advertisers, including major clients like Wondery (acquired by Amazon for about $300M in 2020) the largest podcast network in the US. By employing artificial intelligence and machine learning, he has achieved a seamless integration of human and technological elements.
Mishra's leadership in creating a streamlined and automated billing process has revolutionized how publishers and advertisers interact. For him, automation is not about eliminating jobs but eliminating barriers. "The end goal is to enhance collaboration between publishers and advertisers by allowing them to focus on what truly matters: content," he asserts.
Making Real-World Impact
Streamlining the billing process in podcasting is more than mere convenience; it has a tangible impact on the industry, such as enhancing creativity, attracting more advertisers, and improving listener experience.
Enhancing Creativity: By reducing the administrative burden, content creators can invest more time and energy into creating engaging and innovative content.
Attracting More Advertisers: A streamlined billing process makes it easier for advertisers to engage with podcasters, including prominent networks like Wondery. This attracts more advertisers to the platform, increasing revenue opportunities for podcast creators.
Improving Listener Experience: A more efficient process leads to better collaboration between podcasters and advertisers, resulting in more relevant and engaging ads.
Watching Out for Future Trends
The rise of streamlining is undoubtedly tied to the continuous evolution of technology. With advancements in AI and automation, businesses will have more opportunities to simplify processes and improve efficiency.
The journey is neither simple nor straightforward. It requires an investment in technology, people, and a shift in organizational culture. But the rewards–efficiency, innovation, and impact–make it a path worth pursuing.
"The conversation isn't about technology versus content. It's about how technology can enhance content," reflects Apoorva Mishra as he looks to the future. His role at ART19 and his tech-driven strategies have created an impact that resonates across the podcast industry, including collaborations with leading networks like Wondery.
In an ever-evolving industry, Mishra's approach offers a glimpse into a future where technology is not a mere tool but a partner in creation. It's a vision that promises to reinvent podcasting and the broader intersection of business and technology.
