Oath Adding Programmatic Audio Inventory To Its DSP

Verizon’s Oath media unit is adding programmatic audio inventory to its Oath Ad Platforms product.

SoundCloud and Targetspot will be the inventory sources for the programmatic audio product, which will allow advertisers to use the Oath Ad Platforms DSP to reach podcast and streaming audio listeners.

Oath’s DSP already offers display and video, so the addition of audio will bring those together into one programmatic product.

Oath Ad Platforms is Oath’s advertising technology unit, encompassing a DSP, a native marketplace, and an SSP and exchanges with access to Oath’s own inventory.

Because the new product is programmatic, it allows for real-time targeting and bid management changes to be made on the fly. It also allows for contextual targeting.

Programmatic audio has become one of the hottest new areas for marketers. Many are looking to take advantage of the podcast boom, and robust use of streaming music services.

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Pandora acquired AdsWizz earlier this year to bolster its programmatic business. As a result, it saw its advertising business rise despite losing listeners overall.

While most podcast ads are still sold on a more direct basis or through a broker, the opportunity exists to expand that area of business as well.

The IAB and PwC projected months ago that podcast advertising revenue will hist $659 million by 2020, up from $314 million in 2017.

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