Here's what you need to know this week in the business of podcasting:Three updates to Apple PodcastsAdvertiser Perceptions: Podcast Advertising Consideration and Spending Intention Grow to Nine-Year High Among Agencies and MarketersOlder Adults Make Up Just 4% Of People Featured In AdsChanges coming to Spotify for PodcastersAnd in Quick Hits: Exclusive: SXM Media partners with The Trade Desk and HUMAN by Reem Makari. SXM Media will add support for third-party audibility measurement to programmatic campaigns bought through The Trade Desk. HUMAN, a fraud sensor network accredited by the Media Rating Council to detect invalid traffic, will be a traffic validation solution for Adwizz’s marketplace inventory.Triton Digital Announces YouTube Integration with Podcast Metrics. The new integration adds YouTube views of podcast episodes into the Triton Podcast Metrics dashboard, allowing publishers to keep track of both podcast downloads and YouTube performance.PodcastOne readies public offering in September by Brad Hill. The listing of PodcastOne is based on the valuation LiveOne received in February that gave PodcastOne a market range of $230 to $274 million.weekly insights 8.23.2023 on-demand audio passes linear audio. Edison Research has found that as of Q2 2023, on-demand audio makes up 50.3% of daily time consuming audio.