The Programmatic Audio Revolution
Over the past two weeks a pair of seminal events have occurred which are changing the trajectory of global audio sales. First, Pandora closed on its acquisition of AdWizz, which will bring Pandora’s addressable scale to the world’s leading audio SSP. Then Google added audio to its DBM plaform, which will dramatically increase the automated demand for audio through their DSP.
Think of these moves as the bookends of a new programmatic audio marketplace. To understand the ramifications on the sector AdExhanger has written an extensive interview piece featuring executives from Pandora and AdsWizz. Of all the questions asked I thought the most interesting one was for predictions on the state of programmatic audio three years from now. AdsWizz CEO Alexis van de Wyer responded by saying, “A majority of buys would be programmatic. The U.S. market is behind some other regions, noting that the U.K. is about 60% programmatic audio buys, and Australia has even higher adoption.”
Think about that for a minute – over half of audio ads could be transacted programmatically within three years. That’s not just digital audio ads . . . he’s talking all audio. If Mr. van de Wyer’s prediction is even close to accurate we’re about to see an audio revolution take place before our eyes.