Digital audio inventory is playing a growing role in marketers' media plans and it's increasingly available for programmatic purchase,
AdExchanger reports. Still audio publishers are wary of
placing their inventory into an open exchange and advertisers are trying to figure out how programmatic audio fits into their paid media plans. The ecosystem consists of iHeartRadio (mostly
direct-sold inventory), with some inventory available through private exchanges; Spotify, which has a private marketplace and has opened up new data segments to improve targeting; and Pandora, which
handles programmatic display buys. Spotify, Google Play and Pandora declined to speak with
AdExchanger. In addition to private marketplaces from iHeartRadio and Spotify, Triton Digital
launched its audio exchange a2x in 2013, with WPP’s Xaxis Radio.
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