Yesterday the collective audio world took another step towards a full-scale programmatic marketplace with Google’s announcement that it would add Audio to its DBM (DoubleClick Bid Manager) platform. The major streamers including Pandora, Spotify, SoundClound, TuneIn and Google Play Music will all eventually have inventory available on this DSP, creating a vibrant portal agencies and clients can use to pull audio inventory programmatically, just like they can right now for display and video inventory.
Google’s move is significant because it matches the emergence of audio-focused supply side platforms which can feed inventory to the DSPs. SSPs, like Pandora’s AdsWizz, are about to make audio inventory available programmatically at a scale never before seen. So the DSP-to-SSP combination is the perfect fit for right now.
In 2017 $1.6B worth of digital audio inventory was sold in the US, which was a 39% increase over 2016. While it’s a decent start that’s only about 10% of all audio inventory sold domestically, with the lion’s share still going to broadcast radio. Let’s assume 2018 will be a transition year as programmatic audio ramps up. Then get ready for 2019 to be a breakout year for audio as marketplace advancements finally catch up with client demand. Fasten your seat belts!