Getting Started with Programmatic Audio

Audio advertising is moving into the ad tech mainstream, following in CTV's footsteps as media buyers shift their budget from traditional audio (or radio) to programmatic. In response, many DSPs and "walled gardens" have also begun expanding their access to audio inventory; The Trade Desk's deal with Audiology is the most recent example of a partnership designed to capitalize on this emerging medium.

Many of the things that have made CTV such a popular choice also apply to programmatic audio. For example (like with all programmatic campaigns) going digital gives media buyers access to more precise targeting and reporting options. However, the most exciting trends lie in creative technologies like retargeted display ads and QR codes that are making audio and video formats more actionable.

While certain digital audio techniques may be more cutting edge, most marketers who run display campaigns will be familiar with the basics. Any agency looking to test these emerging digital formats should consider programmatic audio as a good starting point -- lower CPMs than CTV and a lack of campaign minimums make it an especially appealing choice for smaller advertisers.