Midroll Media

Was one of the largest and most influential podcast advertising networks in the United States during podcasting's commercial growth phase

Midroll Media was one of the most influential companies in the podcast advertising ecosystem, founded in 2010 and headquartered in Los Angeles, California. The company operated as a full-service podcast advertising network, representing hundreds of premium podcasts and connecting them with major brand advertisers. Midroll's core business involved selling host-read advertisements — a format known for its authenticity and high engagement — across a curated network of popular shows, making it a dominant force in monetizing the rapidly growing podcasting medium. In 2015, Midroll was acquired by E.W. Scripps Company for approximately $50 million, signaling mainstream media's growing interest in podcasting as a viable advertising channel. Under Scripps, Midroll continued to expand its advertiser relationships and publisher network. Scripps also acquired Stitcher, the podcast listening app, and eventually consolidated its podcast operations under the Stitcher brand, with Midroll's ad sales and network functions becoming integral to the combined entity. In 2020, E.W. Scripps sold Stitcher (including Midroll's operations) to SiriusXM for approximately $325 million. Following the acquisition, SiriusXM integrated Stitcher and Midroll's capabilities into its broader podcast and audio strategy. By 2023, SiriusXM shut down the Stitcher app and rebranded its podcast advertising operations, effectively ending Midroll and Stitcher as distinct brands. Midroll's legacy lives on in the infrastructure and advertiser relationships it helped build during podcasting's formative commercial era.