The Google Of Audio
By far the biggest programmatic news yesterday was the announcement that Pandora had reached an agreement to buy AdsWizz for $145M. This is a watershed moment for the nascent programmatic audio industry because it combines two leaders from opposite ends of the space – AdsWizz with its audio ad delivery tech stack, and Pandora’s audio sales infrastructure, first party data set, and immense inventory pool.
The on-platform leverage of combining these two companies is significant, but that’s just the beginning on the story. AdsWizz’s ability to act as a third party SSP for other publishers who have digital audio inventory to sell is the real juice in the squeeze here. With Pandora’s scale and AdWizz’s tech they’ll quickly be able to create a programmatic audio marketplace, which other publishers and broadcasters can seamlessly integrate into. The sub header in this Business Insider link, about Pandora making a move to become the Google of audio advertising, pretty much sums it up.
Great day all around for both companies and anyone who works in the audio space!