Podcast ad-insertion service Podbridge is changing its focus in light of client priorities, reports ClickZ.

Podbridge will no longer use the bit of proprietary software it developed to measure podcast downloads. And podcast publishers will no longer have to download a plug-in to handle dynamic ad-insertion or tracking.

The company is enjoying a handful of new clients aren't exactly picky about their metrics and are satisfied with downloads as a whole. That's largely because Podbridge found old podcasts don't get listened to, making the dynamic insertion into older episodes unneeded at best.

The dropping of dynamic insertion and of download drill-downs comes as podcasting has become mainstreamed, both by publishers and advertisers. That means it no longer needs to prove itself as a platform, allowing for the relative relaxing of guidelines that were necessary at the start.