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Programmatic Audio Looks For A Place On The Media Plan

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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