"TED Talks Daily" released a mystery episode that uses the PRX's Dovetail technology to serve different episodes to each listener. As PRX shares, compared to the eight episodes before and after, the episode enjoyed 10% more than average downloads.
- Dovetail assigns ads to episodes based on topic, age of episodes, and audience info. The technology typically uses the info to insert ads into a show plus as "bookends" of episode segments.
- "TED Talks Daily" is a part of the TED Audio Collective, a collection of podcasts on genres ranging from psychology to technology.
- The mystery episode served different episodes from the TED Audio Collective to each listener. Should a listener come back to the episode or listen on a different app, they might even hear a different episode.
- What this means – using insertion capabilities in an episode helps serve listeners with adjacent but new content while allowing creators to repurpose content.