Welcome to a very special episode of the Adweek podcast, Yeah, That’s Probably an Ad.

This week the team took a field trip to Brooklyn to visit Gimlet Media headquarters, where we had the opportunity to chat with co-founder and president Matt Lieber. Gimlet creates podcasts we all know and love, like Reply All, Startup and my current obsession, The Habitat.

We spoke to Lieber about everything from the original intent of Gimlet to how it attracts advertisers to the growing popularity of scripted series like Homecoming, a thriller starring Catherine Keener, Oscar Isaac and David Schwimmer. We also talked about how to seamlessly integrate advertising into episodes, how to find the right branding for your story and more.

You can stream the episode below, subscribe via Apple Podcasts or look for us on Spotify.