What Julep Media does

Julep Media GmbH operates a two-sided podcast advertising marketplace headquartered in Munich, Germany, serving the DACH (Germany, Austria, Switzerland) market. Founded in 2019, the company connects podcasters and content creators with advertisers through a self-serve marketplace (Julep Marktplatz, app.julep.de), where podcasters register profiles with reach and content data and receive campaign offers, and advertisers book campaigns at fixed prices or via TKP/CPM rates. The platform supports two primary advertising formats: host-read native ads (with a 14-day briefing workflow, podcaster recording, and approval loop) and programmatic audio spots served via the AdsWizz AdServer, which enables Dynamic Ad Insertion (DAI) across podcast pre-roll, mid-roll, and post-roll positions and across entire back-catalogs without manual editing.

Julep monetizes through a take-rate model: a 30% service fee on native ad and insertion-order campaigns (podcasters receive 70% of net campaign value) and a 40% fee on programmatic campaigns (podcasters receive 60%), with technical costs for hosting deducted before fee calculation. Revenue is also generated through Julep Studios, an in-house podcast production division that has produced over 10 original podcasts with 750+ episodes and 100M+ streams, distributed in part through exclusive deals with platforms such as Podimo. The advertiser side is served by a dedicated sales and campaign management team, while the podcaster side operates on a self-serve product-led model with no minimum revenue guarantee.

The company was acquired by US podcast network Libsyn in 2022 and subsequently repurchased by its founders in 2024 to refocus exclusively on the German market, with the hosting business spun off to Audiorella as part of the restructuring. Notable investors include RPM Invest and Müller Medien alongside business angels, though the company is privately held with approximately 20 employees and no disclosed revenue. Named customers include CLARK (fintech/insurance, with documented doubled podcast ad investment), Endgame Entertainment (artist/production agency), Sträter Bender Streberg (podcast hosts), and Podimo (distribution partner).

Name

Julep Media

Legal name

Julep Media GmbH

Website

https://julep.de

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Julep Media is a Munich-based AdTech company operating a two-sided podcast advertising marketplace for the DACH market, connecting podcasters with advertisers through host-read native ads and programmatic audio spots served via the AdsWizz AdServer, and generating revenue through take-rate commissions plus in-house podcast production (Julep Studios).

Ownership category

akta.pro rank

Product category

Podcast Advertising Platform

NAICS

Media Buying Agencies (541830), Media Representatives (541840), Advertising, Public Relations, and Related Services (5418), Other Sound Recording Industries (512290)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Podcast Ad Sales Networks & Monetization Platforms (MPACADAD)

akta.pro secondary industries

Podcast Analytics, Measurement & Attribution Platforms (MPAIADAL), Audio/Podcast/Streaming Media Buying (MPAAABAF), Audio Production & Podcasting (BPAFAIAE)

Keywords

• Podcast advertising platform
• Audio ad marketplace
• Host read advertising
• Programmatic podcast ads
• Podcast monetization

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Native Ad Commission (Podcaster-side): Julep charges podcasters a 30% service fee on net campaign value for native/hybrid ad campaigns. Podcaster receives 70% of net campaign revenue. For IO-booked audio spots, the same 30% fee applies. Revenue is paid as credit notes within 45 days of campaign end, minimum payout threshold of EUR 100.
2. Programmatic Ad Commission (Podcaster-side): For programmatic ad campaigns (programmatic dynamic insertion), Julep charges podcasters a 40% service fee on net campaign value. Podcaster receives 60% of net revenue. Technical costs (e.g., EUR 1.60 per 1000 streams via Audiorella, EUR 1.70 via Podigee) are deducted before fee calculation.
3. Native Ad Booking Fees (Advertiser-side): Advertisers book native ads at fixed prices or via TKP (CPM) rates determined by JuleP's rate card. Advertisers receive invoices at campaign start with 30-day payment terms. Additional coordination loops for ad approval cost EUR 500 per extra round.
4. Audio Spot / Podcast Spot Fees (Advertiser-side): Advertisers produce external audio ads (max 90 seconds) which are dynamically inserted across selected podcasts/podcast categories. Bookings can be made at fixed price or via TKP/CPM rates. Julep retains a commission on the gross campaign value.
5. Podcast Production (Julep Studios): Julep Studios produces original podcasts and co-produces shows with external hosts, monetizing through advertising integration and exclusive distribution deals (e.g., Podimo). Produces over 10 podcasts with 750+ episodes published.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Julep Media operates a two-sided podcast advertising marketplace connecting podcasters with brand advertisers across the DACH region. The platform enables host-read native ads, programmatic audio spots via Dynamic Ad Insertion (DAI) through the AdsWizz AdServer, and offers Julep Studios for original podcast production. Julep takes a 30-40% commission on campaign values, with campaign management handled by an in-house team.

Product overview

Julep Media operates a three-part podcast business: (1) the Julep Marktplatz — a marketplace platform that connects podcasters with advertisers for campaign bookings via Host Read Native Ads and programmatic audio spots; (2) Julep Studios — an in-house podcast production studio producing original shows such as Schwarze Akte, Geschichten zum Einschlafen, and ISS! Ernährungswissen mit Biss; and (3) an AdServer infrastructure (powered by AdsWizz) enabling Dynamic Ad Insertion (DAI) for automated ad serving across podcast pre-roll, mid-roll, and post-roll positions. The company serves the German-speaking market (Germany, Austria, Switzerland) and facilitates monetization for podcasters while offering advertisers targeted advertising access to podcast audiences.

Differentiator

Problem solved

Functional benefit

Brands

• Julep Studios: Podcast production division offering full-service production including recording, editing, and publishing. Has produced Top-100 podcasts with over 750 episodes published since 2019.

Products and services

• Julep Marktplatz (Julep Marketplace)
• Julep Studios In-house podcast production division offering end-to-end production services from concept through publication, including recording, editing, and publishing. Works with a network of freelance authors, hosts, and sound engineers. Produces original shows and co-produces with external hosts, with notable shows including Schwarze Akte, Geschichten zum Einschlafen, and ISS! Ernährungswissen mit Biss.
• Host Read Native Ad Native advertising format where podcast hosts personally record and integrate a personalized advertising message into their podcast episodes. Advertisers provide a briefing, the host records the ad, and it is approved before the campaign launches. Can be delivered baked-in (fixed in the audio file) or dynamically via AdServer.
• Programmatic Ads / Audiospots via AdServer Pre-produced audio ad spots (up to 90 seconds) served automatically via the AdsWizz AdServer as interstitial (pre-roll, mid-roll, post-roll) advertising across podcast episodes. Advertisers book via insertion order (IO) or programmatic buying. No manual host involvement required after initial consent.
• Dynamic Ad Insertion (DAI) Technology that dynamically inserts ads into podcast streams at predefined positions, allowing ads to be served across all episodes (including back-catalog) without being permanently embedded in audio files. Supports both host-read native ads and pre-produced audio spots.

Quantifiable outcome

• Up to 30% conversion rate achieved in case study with CLARK
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AdsWizzcoreTechnology or IntegrationAdsWizz is the ad server technology partner used by Julep for automated dynamic ad insertion. Julep coordinates with AdsWizz to connect podcasters to the ad server (3-7 working days process). Supports pre-roll, mid-roll, and post-roll ad placements across podcast episode archives.
• AudiorellacoreTechnology or IntegrationAudiorella is the recommended hosting platform for podcasters joining Julep's ad network. It provides podcast hosting, DAI marker tools, and automated mid-roll marker features. Technical costs of EUR 1.60 per 1000 streams are deducted from campaign revenue before Julep's fee. Hosting business was spun off from Julep as part of the Libsyn buyback.
• PodimominorChannel Partner/ Reseller/ DistributorPodimo hosts exclusive Julep Studios productions including 'Reich, Schön, Tot', 'Schwarze Akte Mystery', and 'Bussi Bussi'. Distribution partnership for exclusive podcast content.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Podimo: DACH-focused podcast and audiobook subscription platform that holds exclusive distribution rights for Julep Studios' productions. Adjacent competitor and channel partner, particularly relevant in premium/exclusive podcast content monetization.

Emerging players

• Audiorella: Podcast hosting platform spun off from Julep's hosting business in 2024 and now Julep's recommended hosting partner. Provides hosting, DAI tooling, and ad-server integration — overlapping podcaster-facing capabilities.

Direct peers

• Acast: Global podcast ad marketplace and monetization platform that connects podcasters with advertisers via programmatic and host-read ads. Most directly comparable peer to Julep in business model, though operating at much larger scale and across many geographies.
• Podigee: German podcast hosting and analytics platform integrated with Julep's ad network (referenced as a partner integration). Directly comparable as a DACH-focused podcast platform overlapping with Julep's podcaster-facing services.
• Audionomy: A German podcast ad sales house and marketplace with a portfolio of monetized podcasts and a sales team booking campaigns for advertisers. Direct competitor to Julep in the DACH podcast ad market.

Broad incumbents

• Spotify (Ad Studio / Podcast Ads): Major podcast and music platform offering its own ad marketplace and self-serve Ad Studio. Competes with Julep for both advertiser budgets and podcaster monetization, but as part of a much larger global platform.
• Triton Digital: Established digital audio ad tech and podcast programmatic platform powering ad serving for many broadcasters and podcasters. Broader incumbent competing with Julep's programmatic offering through scale and enterprise relationships.
• Libsyn (Liberated Syndication): U.S. podcast hosting and monetization network that acquired Julep in 2022 and divested it via buyback in 2024. Comparable in podcast hosting/ad serving capabilities and previously Julep's parent, making it a structural historical peer.
• Ströer (podcast/audio ad business): Large German digital outdoor and online media sales house with growing audio/podcast advertising inventory. Competitor for advertiser budgets in the DACH market, but as part of a much broader media portfolio.

Others

• AdsWizz: Ad server technology provider that powers Julep's dynamic ad insertion. Functionally a critical infrastructure partner, but also sells competing ad-serving and programmatic solutions directly to podcasters and audio publishers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/julep-media-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Julep Media