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Lex Friedman
Founder at Lex Friedman Consulting
Independent consulting on podcast advertising strategy and revenue growth
OperatorUnited States15+ years in industry
Last updated May 31, 2026 by the ATDb Editorial Team · Connections updated May 31, 2026
Bio
Lex Friedman is the Founder of Lex Friedman Consulting, bringing decades of expertise in podcast advertising and revenue strategy to clients across the audio and media landscape. He previously served as Chief Revenue Officer at Midroll Media, where he played a central role in scaling podcast advertising infrastructure and bringing institutional credibility to the channel. Earlier in his career, Friedman contributed technology writing and reporting to Macworld and IDG.
Previous Roles
Chief Revenue Officer
Midroll Media (2015-2020)
Senior Vice President, Revenue
Midroll Media (2013-2015)
Technology Writer / Contributor
Macworld / IDG (2008-2014)
Expertise
Podcast AdvertisingDynamic Ad Insertion (DAI)Audio AdTechProgrammatic AudioAd Sales StrategyAudience TargetingPodcast MonetizationAd Measurement and Attribution
Notable Achievements
- Helped scale Midroll Media into one of the largest podcast advertising networks prior to and following its acquisition by E.W. Scripps and later SiriusXM
- Played a key role in advancing dynamic ad insertion adoption across the podcast industry
- Contributed to IAB podcast advertising measurement guidelines and industry standardization efforts
- Built and led revenue teams responsible for hundreds of millions in podcast ad revenue
Speaking Topics
The future of podcast advertisingDynamic ad insertion and programmatic audioPodcast audience measurement and attributionMonetization strategies for audio contentThe evolution of host-read vs. programmatic ads
Publications
- Contributor, Macworld
- Contributor, various AdTech and podcast industry trade outlets
Connections