• by Ray Schultz , Yesterday

Podcast producer Acast has formed a partnership with Magnite, a sell-side advertising company, to open up 140,000+ podcasts serving more than 1 billion listeners per quarter, to programmatic buyers across the globe. 

Acast’s podcast inventory will be available through Programmatic Guaranteed, PMP, and open exchange deals on Magnite’s platform. 

Advertisers will have such options as guaranteed buys, private auctions, and open bidding. 

The deal allows buyers to plan and activate campaigns across podcasts, connected TV (CTV), and online video (OLV) in one place.

This year, the global podcast audience is expected to top 500 million listeners, says Matt Schmidt, vice president, revenue strategy at Magnite.

Schmidt adds, “The growth of our audio footprint streamlines omnichannel activation for buyers, with the goal to drive more demand investment to our premium publishers.” 

For its part, Acast has seen “a dramatic increase in advertiser interest for combined podcast, CTV, and OLV campaigns, reflecting a clear shift in how brands want to engage with consumers,” says Michael Bayston, Acast's vice president of ad tech solutions & programmatic.