Breaking into the pod

Japanese advertising colossus Dentsu and a partner cyber communications have come up with a technology for audio ad insertion in podcasts without requiring re-edits of the original content. As much as I am fascinated by/contemptuous of advertising, this looks like a really cool idea, especially coming on the same morning that I heard Sir Martin Sorrell speaking once again of the challenges and opportunities to generate higher ROI in more targeted niche marketing strategies.