Pre-Roll / Mid-Roll / Post-Roll

Pre-Roll plays before the content starts, Mid-Roll is inserted during the content, and Post-Roll plays after the content ends. The three positions perform radically differently: Pre-Roll catches the highest attention but also the highest skip rate; Mid-Roll commands the highest CPMs because the listener is already engaged and committed; Post-Roll has the lowest value because many listeners drop off before the content concludes.

This position hierarchy is why podcast pricing is so position-sensitive. Mid-Roll inventory on a popular podcast might sell at €35–50 CPM, while Post-Roll on the same show struggles to clear €10 CPM. For video content, the dynamics are similar but modulated by whether the content is skippable: non-skippable pre-roll on premium CTV can rival mid-roll value because the viewer has no choice but to watch.