• by Laurie Sullivan , October 1, 2025

AMA, formerly known as A Million Ads, focuses on dynamic creative and personalization for digital audio advertising. On Wednesday, the company launched a contextual ad-stack enterprise platform designed to personalize audio advertising in the moment.

The suite of services in the platform, called “Location AI,” combines dynamic creative capabilities built for the next generation of audio marketers.

“We can get down to a one-mile radius to run a hyper-local creative via a large-scale national campaign,” explains Paul Kelly, chief executive officer at AMA, formerly known as A Million Ads. 

AMA produces the audio ads, and optimizes the creative for every impression. The audio ads appear on Pandora, SoundCloud, and other audio apps for brands such as Walmart, which also could be a publisher.  

This year, audio advertisers are forecast to spend more than $2 billion in U.S. digital programmatic audio ads, according to Emarketer.

As marketers invest in targeted digital audio options, AMA built the platform with the intelligence needed to adapt messages in real-time and to optimize every impression to deliver contextually relevant messages.

Several capabilities and services form an audio stack that transforms ads from a one-size-fits-all to hyper-personalized experiences that reflect the listener’s real-world context.

For example, a national concert operator with thousands of events can use Location AI to automatically generate city-specific audio ads that mention the nearest venue, artist, date, and event details -- adapting creative for all markets, moments and listeners.

Unlike static audio ads, Location AI adapts messaging in real-time, creating unique, relevant experiences based on the listener, where they are and what they are doing.

AMA’s decisioning engine ingests a matrix of contextual and audience data such as location, weather, time of day, device type, behavioral patterns, content preferences and stage in the customer journey to tailor ads with surgical precision.

Whether someone is commuting through rain in San Francisco or lounging poolside in Miami, the message always matches the moment.

The idea is to improve campaign performance, increase media efficiency, and reduce operational complexity through dynamic campaigns consistently, optimizing every impression, having the ability to create thousands of variations from one creative asset, and personalizing the message. 

Personalization for ads running in 20,000 ZIP codes would be very difficult to accomplish otherwise, Kelly says. Targeting "enhancements" include environmental factors such as weather and air quality data, and tags are appended with tracking pixels.

Certain signals have different hierarchies as well as parameters within each signal, which uses machine learning, Kelly says. Synthetic voices use generative artificial intelligence.

When asked to describe the future of AMA and audio ads, Kelly said podcasts have changed the way marketers perceive audio—showing the power of audio from direct performance to full-funnel advertising.

Kelly spoke about customizing digital audio ads in digital audio books, connected cars and homes, among other types that would open new service areas.