With all this innovation, where should advertisers focus, what trends are shaping digital audio, and how can brands make the most of it?

To answer these questions, I sat down with Garrison Dua, VP of Demand at AdsWizz, to explore how advancements in audio adtech are transforming the industry and what advertisers should expect in the near future. 

Programmatic Audio Delivers Scale, Efficiency, and Personalization

How has programmatic audio advertising evolved, and what role does AdsWizz play in this transformation?

Garrison: Programmatic audio has grown exponentially, enabling advertisers to scale and optimize campaigns in real time. By leveraging automation, dynamic ad insertion (DAI), and host-read ads, brands can reach audiences in more engaging and efficient ways.

 

Additionally, advancements in AI-driven targeting and real-time bidding have further empowered advertisers to fine-tune messaging and maximize ROI. With increased personalization and seamless cross-platform integration, programmatic audio has become a vital part of any digital strategy aimed at connecting with today’s audiences.

Contextual and Privacy-First Targeting Are Redefining Relevance

What trends in audience targeting are shaping the future of audio advertising?

Garrison: We’re seeing a major shift toward first-party data and contextual targeting. At AdsWizz, 60% of our targeting dimensions are contextual, allowing advertisers to reach listeners based on mood, location, and even weather. This kind of hyper-relevant messaging enhances engagement while maintaining consumer trust.

 

Advancements in AI-driven contextual analysis are refining targeting precision, ensuring ads are both relevant and timed for maximum impact. As third-party cookies disappear, brands are turning to these advanced methods to engage consumers in a more meaningful, compliant way.

 

As brands navigate this terrain, they’re rethinking not just who they reach, but how they say it and when it hits. Dynamic creative optimization (DCO) and Synthetic Voice are reshaping audio advertising, allowing real-time testing of variations in tone, length, and calls to action. Combined with real-time inventory data from custom DSP dashboards, this agile, data-driven approach accelerates testing, cuts costs, and confirms audio as a high-performing channel.

Anonymized Data and Predictive Audiences Enable Safe Personalization

With privacy regulations tightening, how is AdsWizz ensuring advertisers can still deliver personalized campaigns?

Garrison: Privacy is a top priority. AdsWizz enables brands to maintain personalization without compromising user trust by leveraging anonymized data and predictive audiences. Through partnerships with behavioral intelligence firms, anonymized data helps predict audience demographics and preferences while ensuring personal information is never collected.

 

Comscore Predictive Audiences technology uses AI-driven models to segment and engage users in a privacy-safe manner, replacing traditional identifiers with data-backed insights.

 

To future-proof audience targeting, AdsWizz integrates with UID2 and ID5, ensuring advertisers can continue reaching their audiences in a cookieless world. Additionally, data clean rooms are providing a secure way to analyze and activate insights while maintaining transparency and compliance with privacy regulations.

Omnichannel Audio Is Breaking the Screen Barrier

How is the integration of audio with video and social media changing the digital advertising landscape?

Garrison: The lines between audio, video, and social media are blurring. Podcasts are often consumed on video platforms, and we’re seeing brands lean into this shift. By combining interactive audio ads with dynamic video placements, advertisers can create truly omnichannel experiences. Tools like second-screen retargeting and AudioPixel help unify these touchpoints—driving measurable outcomes, maintaining user privacy, and delivering personalized engagement across every screen.

AI, Automation, and Open Ecosystems Are Leading the Way

What’s next for AdsWizz and the broader audio adtech industry in 2025 and beyond?

Garrison Dua: Automation and AI will continue to drive efficiency, making campaigns smarter and more responsive. Programmatic podcast advertising is set to explode, and open ecosystems will gain traction over walled gardens. At AdsWizz, we’re focused on helping advertisers and publishers stay ahead of these shifts with cutting-edge tools that maximize engagement, brand safety, and monetization opportunities.

The Future of Audio Advertising: Smarter, More Personalized, and Already Here

After talking with Garrison, it’s clear that audio advertising is entering a new era, driven by automation, personalization, and seamless omnichannel integration. Brands that embrace programmatic innovation and privacy-first solutions will be the ones capturing audience attention in the most meaningful ways. With AdsWizz leading the charge, the future of digital audio isn’t just promising; it is already here.

Want to Dive Deeper into the Future of Audio Adtech? 

• Ready to collaborate on your next campaign? Let’s connect!
• Want to dive deeper into audio adtech? Download The State of Audio Adtech Report 2025 for the latest insights and innovations shaping digital audio.

by Daniel Einhorn, Senior Manager, Content Marketing

The post How to Win in the New Era of Digital Audio Advertising appeared first on AdsWizz.

AdsWizz’s Approach to Product Development and Innovation

Before diving in, let’s take a step back and consider the bigger picture. Digital audio is evolving at an unprecedented pace, and with that growth comes new challenges and opportunities. As publishers navigate an increasingly complex landscape—balancing audience engagement, revenue growth, and ad quality—having the right tools in place is more critical than ever.

AdsWizz remains committed to developing cutting-edge solutions that empower publishers to scale, optimize, and future-proof their audio businesses:

• Smarter: Optimized ad delivery enhances listener experience.
• More scalable: Streamlined revenue management simplifies operations.
• More effective: Continuous innovation unlocks new monetization opportunities.

Recent Innovations at AdsWizz

• 260+ new features improving programmatic efficiency, data solutions, and podcast monetization
• Supply chain transparency enhancements that combat fraud and ensure brand safety
• Streaming and podcast monetization tools optimize audience targeting

As digital audio continues to expand, AdsWizz remains focused on helping publishers stay ahead—scaling their platforms, maximizing revenue, and driving innovation across the entire ecosystem.

The Power of Collaboration in Growing Digital Audio Monetization

Anne Frisbie, SVP of Global Business Development at AdsWizz, opened the summit with a clear message: The future of audio is here—and it’s only getting bigger. With listeners streaming and tuning into podcasts more than ever, scaling and optimizing digital audio advertising is critical.

AdsWizz by the Numbers

• 16B monthly dynamically inserted audio ad impressions powered by AdsWizz technology
• 4B monthly audio impressions sold via third-party DSPs
• 2B monthly AdsWizz Marketplace audio impressions
• 550M monthly podcast downloads on Simplecast
• 40M podcast episodes transcribed for brand safety & contextual audience support

“AdsWizz is deeply committed to building a global platform—an open and independent platform for audio designed for the future. This isn’t just about technology; it’s about what we can achieve with that technology when we come together as a community. Many of you have been instrumental in taking our solutions to market, proving that digital audio isn’t just growing—it’s transforming. And as we continue to innovate, your role in that journey is more crucial than ever.”

Market Trends and Predictions

Scott Walker, Chief Ad Revenue Officer at SiriusXM, took the stage to guide publishers and advertisers through this evolving landscape, highlighting six key trends shaping digital audio in 2025 and beyond.

Media Consumption is Changing

• Shift to digital audio accelerates: Listeners continue moving from traditional radio to on-demand streaming and podcasts.
• Podcast hosts are omnichannel influencers: Beyond audio, they engage audiences via video, social, and live events.
• AI is redefining advertising: From real-time optimization to advanced personalization, AI-driven campaigns are the future.

Privacy at the Forefront

• Identity, data, and media convergence: With third-party cookies vanishing, first-party data and AI-driven insights are taking center stage.
• Transparency is non-negotiable: Fraud prevention, domain validation, and invalid traffic (IVT) monitoring are now industry standards.

A New Era

• Evolving audio measurement: Advertisers demand holistic measurement, capturing both brand awareness and conversions.

On AI’s Critical Role in Digital Audio Advertising

“AI is fundamentally changing the way we all work. We all go through our day-to-day and deal with a ton of really clunky workflows—we’re in and out of systems, spreadsheets, software programs, etc. But if we can leverage some of the more agentic or operator-type AI technologies, that can fundamentally change the way that we all work and free up time for higher-order work that is more creative, that is pushing the industry forward.”

Maximizing Publisher Success in the Programmatic Audio Revolution

Brian Gilbert, VP of Marketplace Operations, and Jerome Camerlynck, Director of Ad Product at AdsWizz discussed why programmatic audio is outpacing traditional ad buying.

The Current Climate

• Digital audio ad spend is projected to reach $12.6B by 2025.
• 32+ DSPs (including Amazon DSP) are integrated with AdsWizz.
• Programmatic revenue is growing 3X faster than direct sales.

What’s Driving Programmatic Growth?

• Real-time deal syncing between AudioMax SSP and AudioServe
• Advanced bid health analytics for smarter monetization strategies
• Supply chain transparency with sChain validation

“Programmatic is accelerating. Year-over-year growth in programmatic has outpaced direct sales, with a threefold increase compared to direct. But this isn’t just about shifting budgets from direct to programmatic—it’s about net-new investment, with new advertisers and brands embracing programmatic.” –Brian Gilbert

Programmatic Audio In Action: Insider Secrets & Best Practices for Success

A panel of audio experts, moderated by Brian Gilbert, explored key trends and strategies in programmatic audio and podcasting. The discussion featured Bardo Flores, Senior Director of Global AdTech Operations at Acast; Josh Rothman, SVP & GM of Global Advertising at TuneIn; and Bob Hunt, Senior Director of Audio at Hearts & Science. The group emphasized audio’s growth potential, its role in authentic connections, and the need for transparency, accurate measurement, and client-focused success metrics.

• Acast’s programmatic transformation: Shifting from direct sales to programmatic-first strategies opened doors to new advertisers and advanced targeting.
• TuneIn’s automation advantage: By leveraging connected devices and deep data insights, TuneIn proved the impact of audio on engagement at scale.
• Hearts & Science’s frequency-first strategy: Prioritizing transparency, frequency management, and client-specific metrics ensured programmatic campaigns delivered measurable success.

On the Power of Audio

“We started with direct sales and built our foundation there, but we’ve been invested in programmatic since 2017. Over time, buyers have become more educated and comfortable with podcasting, opening doors that didn’t exist before. We’re now maximizing revenue by joining more marketplaces, onboarding DSPs, and aligning closely with both buyer and seller needs. It’s not just about strategy—it’s about evolving our tech, partnerships, and measurement to meet growing demand and expand the opportunity.” –Bardo Flores

Winning the Podcast Game: Applying Our Decades of Audio Experience for Growth

Molly Ponzo, VP of Ad Product at AdsWizz, led a session on leveraging AdsWizz’s streaming audio expertise to drive podcast growth and monetization. With 500M global listeners and 4.47M active podcasts, the industry is booming. As audience engagement continues to rise, podcast ad spend is expected to reach $4.46B in 2025.

New Features for Expanding Podcasts

To help publishers and advertisers capitalize on this growth, AdsWizz recently introduced new tools and features designed to improve monetization.

• Advanced targeting: Improved audience segmentation using demographics, language, and content context
• Forecasting & delivery optimization: Advanced tools to enhance ad placement accuracy and campaign performance
• Simplified host-read workflows: Automation to streamline host-read ad execution, reducing manual effort
• Predictive pacing & manual adjustments: Ensuring ad pacing aligns with audience behavior and advertiser goals
• Contextual genre, language, and explicit episode enhancements: Improved player classification for better content categorization and ad relevance

AdsWizz is Ioneering the Future of Audio

• Platform unification: Seamlessly integrating Simplecast CMS with AdsWizz monetization tools for a unified experience
• Omnichannel support: Expanding podcast capabilities to support multiple formats and distribution channels
• Expanding content types: Growth in long-form episodic content, short clips, highlights, and subscription-based offerings like early access and live content
• Advanced targeting & reporting: Leveraging RSS + GUID data for more precise ad targeting and audience insights
• Forecasting & delivery optimization: Enhancing competitive separation, ad sequencing, and roadblocking strategies
• IAB Podcast Measurement v2.2 certification: Strengthening standardization and accuracy in podcast ad measurement

On the Podcast Audience Shift

“Gen Z is set to surpass millennials in time spent listening this year—a significant shift in audio consumption. Back in 2020, the average podcast listener spent around 30 to 35 minutes per day tuning in, consuming roughly six episodes per week. Fast forward to 2024, and that engagement has surged to an average of 54 minutes per session, with listeners consuming eight podcasts per week. This growth presents an opportunity for publishers to expand their reach among a young, diverse, and highly influential audience.”

Maximizing Monetization: Strategies for Podcast Success

Moderated by Will Donato, Account Director at AdsWizz, the panel featured Martha Canseco, Senior Manager of Ad Operations at The New York Times; Rob Timony, Senior Vice President of Commercial Advisory at Bauer Media Audio; and Karin Kessler, Vice President of Strategy & Content at Seven.One. The discussion explored key trends in programmatic audio and podcast advertising, emphasizing its rapid evolution, the opportunities it creates, and the need for better measurement and advertiser education.

• Balancing ad formats: A mix of host-read ads, dynamic insertion, and sponsorships maximizes revenue while maintaining a strong listener experience.
• Programmatic growth: Once met with hesitation, programmatic is now unlocking new budgets, particularly from international advertisers.
• Content and ad team collaboration: Strong coordination is crucial, especially for manual, highly effective host-read ads.
• Data and measurement challenges: Privacy restrictions and limited data require better measurement, research, and transparency to educate advertisers.
• Future trends: AI-driven targeting, video integration, and improved measurement will define the next phase of podcast advertising.

On Audio as a Competitive Advertising Channel

“I think it’s about having open and clear lines of communication with podcasters. When we onboard a new podcaster, we figure out the advertisers they’d like to work with and set category blocks early so that we don’t see hiccups down the line. Even with dynamically inserted Host Reads, we work closely with the podcaster to ensure they’re happy with the advertiser and how the proposed message is integrated. Building trust with our Podcasters is key.” –Rob Timony

Unlocking Digital Audio’s Full Potential: Data & Identity in a Privacy-First World

   
Jason Bauer                                                             Rob Quintiliani

Rob Quintiliani, Senior Director of Ad Product at AdsWizz, and Jason Bauer, VP of Audience Data Operations, addressed key industry challenges, including privacy shifts, a fragmented ecosystem, and the increasing complexity of audio advertising. They also showcased AdsWizz’s cutting-edge solutions, helping publishers and advertisers balance personalization, compliance, and monetization.

• Navigating industry challenges: Adapting to evolving privacy regulations and ecosystem fragmentation ensures compliance, streamlines operations, and enhances ad performance, particularly in podcast advertising.
• Harnessing data & identity solutions: First-party data, clean rooms, and contextual targeting enable privacy-compliant, scalable, and precise audience segmentation.
• Advancing targeting strategies: Mood-based, predictive, and location/weather-based targeting drive engagement, improve conversions, and optimize campaign performance.
• Maximizing AdsWizz innovations: Seamless first-party data onboarding and identity solutions enhance audience reach, simplify integration, and boost revenue.
• Driving monetization growth: Enhanced targeting and identity solutions contribute to a 14% eCPM uplift and a 6% bid rate increase, driving greater profitability.
• Preparing for the future: Expanding universal IDs and audience insights will sustain ad effectiveness and compliance amid ongoing industry changes.

On the Rapid Evolution of Advertising Technology

“Every day, new innovations are changing how we approach advertising, from automation to AI-driven targeting. What seemed impossible just a year ago is now a reality and the opportunities to improve efficiency and drive monetization are growing exponentially.” –Rob Quintiliani

Smarter Data, Bigger Impact: How Publishers are Driving Audio Growth and Revenue

Moderated by Rob Quintiliani and Jason Bauer, this panel featured Allan Venn, Digital Adtech Director at SCA; Charlie Brookes, Chief Revenue Officer at Bauer Media & Octave and Seth Freudenburg, Vice President of Audience Platform at TelevisaUnivision. The discussion covered key topics, including data-driven advertising, audience targeting, privacy challenges, and the evolving role of programmatic audio.

• First-party data boosts CPMs: Mandatory sign-ins raise ad rates, with UK publishers seeing a £5 increase per 1,000 impressions.
• Niche targeting grows: Tools such as NumberEight SDK track real-time user behavior for precise ads.
• Contextual ads remain key: GDPR-compliant strategies use device data to predict user needs.
• Sales teams must adapt: Simplified taxonomies and training are crucial for streaming, podcasts, and smart speakers.
• Audio ads evolve with data: Cross-device targeting and pre-built segments enhance execution and engagement.

“The yield difference, certainly in the UK, that we got by putting 1st party data over audio is significant. We saw CPM’s rise with this first-party data solution so it’s definitely worth the effort, but it is complex, you have to iterate, and you have to surround yourself with technology and people who understand how to use it.” –Charlie Brookes

We’re Not Done

• Click here for Day 2 of the AdsWizz Global Publisher Summit!
• Want to maximize your digital audio monetization? Contact AdsWizz to explore the latest innovations.

The post AdsWizz Global Publisher Summit Recap Day 1 appeared first on AdsWizz.

Adtech Unplugged: Straight from the AdsWizz Product Experts

The AdsWizz product experts panel—Molly Ponzo, VP, Ad Product; Franz Bernstein, VP, Ad Product; Jerome Camerlynck, Director, Ad Product; and Rob Quintiliani, Senior Director, Ad Product—shared their strategic vision for ad product development. They stressed customer-centric approaches, scalable solutions, AI innovation, and transparent collaboration with publishers.

• Customer-driven development that ensures products genuinely solve real customer problems, driving higher adoption and satisfaction.
• Balance and scalability enable AdsWizz to effectively serve diverse publisher needs efficiently, reducing custom work and speeding up delivery.
• Ad quality improvements through AI, transcription, and synthetic voice technology, enhancing ad relevance and listener experience while reducing manual work and ensuring brand safety.
• Publisher collaboration continuously integrates real-time publisher feedback into product development, builds stronger partnerships, and ensure relevant and impactful innovations.

“At its core, our job is to make sure that we build the right capabilities, the right tools for all of you to monetize and grow your businesses—connecting really the dots between the right ads for the right users at the right time.” –Franz Bernstein

Proving Audio’s Worth: Making Media Models Work for Audio

Joe Macarak, Director of Measurement Partnerships at SiriusXM, discussed mmm media mix modeling (MMM) in audio. He highlighted data integration challenges that undervalue audio, stressing a shift to agile modeling for accurate measurement. He emphasized collaboration to improve data quality and ensure fair valuation.

• Challenges with current MMM: Audio is often undervalued due to simplistic models and limited data.
• Shift to agile modeling: Evolving from basic MMM (“bad”) to agile (“better”) and holistic market mix modeling (“best”).
• Granular data is essential: Daily impression-level data improves accuracy and ensures fair budget allocation.
• Industry-wide collaboration: Partnering with modeling firms and groups like IAB helps standardize data delivery and elevate audio’s role.
• Advocacy and education: Educating clients and agencies on audio’s long-term brand impact beyond short-term ROI.

“The quality of data we feed into MMM models today will define audio’s future. If we deliver better, more precise data, we shift from being undervalued to getting our fair share of investment.”

Getting Audio & Podcasts on the Media Plan

Joe then welcomed Matt Shapo, Director of Digital Audio and Video at IAB, to the stage to discuss the impact of MMM on audio ads. Together, they emphasized the need for better data, cross-channel collaboration, and advertiser education to enhance audio’s representation. They highlighted how outdated measurement methods contribute to underinvestment and explained how emerging technology and strategic partnerships are driving more accurate measurement and increased ad spend.

• Industry collaboration: An IAB working group was created to align audio with MMM frameworks and ensure fair measurement. 
• Underinvestment in audio: Many advertisers assume audio is hard to measure, leading to lower budget allocations despite its effectiveness. 
• Data quality and measurement gaps: Audio often gets grouped incorrectly with other media, misrepresenting its impact and ROI. 
• Refining education: The conversation around MMM must evolve from general measurement education to technical data accuracy and integration. 

“The new frontier is making sure that the inputs are right. It’s no longer just about proving audio’s value—it’s about ensuring audio is properly measured so we can unlock its full potential.” –Matt Shapo

Customer First: Driving Engagement, Value, and Satisfaction

Kate Vitt, Vice President of Product Operations & Customer Success at AdsWizz, and Mircea Jianu, Senior Director of Global Customer Support, wrapped up the event with a session on customer success strategies aimed at boosting engagement, value, and satisfaction. They emphasized investments in support infrastructure, proactive engagement, tailored solutions, and data-driven insights to enhance service quality.

• Comprehensive support model: The AdsWizz team has built a 360-degree customer support structure integrating technical account managers, solution engineers, programmatic operations, and audience data teams to provide specialized assistance. 
• Expanding customer education & knowledge resources: The knowledge base has been expanded in the past year, and engagement nearly doubled, ensuring customers have on-demand access to best practices and troubleshooting. 
• Leveraging net promoter score (NPS) for continuous improvement: Feedback from NPS surveys directly shapes priorities, including platform updates, support enhancements, and summit content. 
• Proactive & tailored customer success approach: Customers receive more customized support, including product managers and support teams joining QBRs, ensuring a more strategic and personalized experience. 
• Enhancing product usability & support tools: The team is reimagining every customer touchpoint from onboarding to troubleshooting, integrating real-time assistance and automation tools to streamline issue resolution. 

“Customer success is built on strong partnerships and excellent products that truly meet market needs. We’re committed to evolving alongside you, ensuring every interaction adds value to your business.” –Kate Vitt

Next Steps: Get Involved and Stay Ahead!

The AdsWizz Global Publisher Summit highlighted the transformative power of digital audio in modern advertising. From breakthroughs in programmatic technology to innovations in podcast monetization, the audio landscape continues its meteoric climb. Leading this evolution, AdsWizz continues to empower publishers to drive the future of audio—bolder, smarter, and more influential than ever.

Want to maximize your digital audio monetization? Contact us to explore the latest innovations.

The post AdsWizz Global Publisher Summit Recap Day 2 appeared first on AdsWizz.

Key Takeaways

A Holistic Approach to Audio Advertising: Beyond the Checkbox

Gretchen emphasized the importance of treating audio as a unique and essential element within a broader marketing strategy, not just a checkbox in a 360-degree plan. She argued that audio—whether podcasts or streaming—presents distinctive opportunities to engage audiences through the power of sound.

“You have five senses. You have sight and sound, which are the only two senses advertisers can play with without getting totally invasive, but you’re completely ignoring one of the senses that people will remember brands by.”

Emphasizing the Human Element in Creative Strategy

In a data-driven world, it’s crucial to remember the human aspect of advertising. Gretchen advocates for creative content that genuinely resonates with listeners, focusing on what action brands want consumers to take, rather than just tracking metrics.

“There’s a human on the other end of that speaker that has no idea they’re being evaluated. Forget your promo code and survey issues on your website. What do you want the consumer to do?”

Increasing Investment in Audio: A Growing Opportunity

There will be continued growth in podcast ad spending as more brands recognize the untapped potential of audio to reach consumers in unique ways. Gretchen sees audio as a relatively underutilized channel with significant room for budget growth.

“Audio is 30-something percent of listening time but only 9% of marketers’ budgets. There’s room to increase audio spends, and I see podcasting and streaming being a huge opportunity.”

The Need for Better Consumer Research: Putting the Listener First

Gretchen urges the industry to invest more in understanding consumer behavior before planning audio strategies. She argued that consumer-centric research is crucial to align media plans with actual listening habits and preferences.

“Actually study your consumer… know what they’re listening to and know what they’re watching, and then make your media mix match that.”

Blasting the Volume on Podcast Ads

Gretchen’s message is clear: Embrace audio with a strategy that combines compelling storytelling, smart data practices, and a deep understanding of the audience’s behaviors. The future of podcast advertising is dynamic and full of potential for those ready to adapt and innovate. 

Want to learn more about leveraging podcast advertising for your brand? Contact us today to explore tailored solutions that can help you reach your target audience in new and engaging ways!

The post The Future of Podcast Advertising appeared first on AdsWizz.

Dave’s experience spans five years in digital audio and fifteen years before that in roles across programmatic video, gaming, and integrated display media. Dave works on the AudioMatic DSP team, providing agencies and brands access to technology to deploy comprehensive digital audio campaigns spanning streaming audio and podcasts.

With all the changes in digital audio and the constant shifts in consumer behavior, how has programmatic demand evolved to keep up?

We’ve observed significant advancements in measurement techniques, particularly within our audio DSP platform. By integrating attribution, we now have the capability to monitor up to eight distinct online conversion events, commonly referred to in the industry as “hear-through.” This means that even if a listener hears an audio advertisement and later converts through another medium—like converting via search or social media at the office after their mass transit commute—we can still link the conversion back to the original audio ad. So, in the past, this had been a miss for audio. Now, we can tie audio and online conversions back to audio ads.

 

We also provide Second-Screen Retargeting (audio-to-display that gives more down-funnel metrics to examine the response), integrated AI transcription that automatically and intelligently transcribes and categorizes podcast episodes, and, lastly, block listening capabilities that stop fraudulent domains and malicious IPs.

Do you think advertisers should compare audio metrics to other forms of digital media?

The good news is that we can really start to compare engagement. A unified attribution strategy focused on site-driven metrics allows us to compare apples to apples. That said, comparing audio to a browser-based environment like display or online video can be challenging. Because audio advertising is deployed in a player-based environment, the comparisons will not apply on a pure apples-to-apples basis.

How would you help advertisers make sense of their performance data and take appropriate actions based on those insights?

We recommend using a bespoke approach with advertisers as we examine the different creative tools we can access. We want to ensure we’ve gotten as granular as possible from an audience perspective while balancing efficiency and detailed segmentation within the AudioMatic platform. For example, suppose we have a product for which we know the advertiser is looking to show action via mobile. In that case, we recommend utilizing the ShakeMe interactive unit.

Just shifting focus, could you discuss the role of the relationship among publishers, advertisers, and technology partners in driving the success of programmatic demand efforts?

We want the platform to be as robust and flexible as possible. We collaborate closely with our publisher partner teams to convey our clients’ demand needs (i.e., Automated Host-Read Ads and Multicultural Inventory access). We also have monthly (sometimes twice monthly) meetings with our agency partners utilizing the platform. Then, we can communicate that information regarding what we’re hearing so that what’s available lines up with what we’re being asked from the market.

Any standout examples of partnerships that come to mind?

We have some great case studies that speak to these metrics. Campaigns like Sea-Doo achieved a call-to-action rate of over 2% with Second Screen Retargeting, significantly outperforming the .05% rate typical of display advertising. With ShakeMe, we see averages of around 0.7% to 2.5%.

Moving to a topic that has implications across all facets of digital, how has your team adapted to keep up with recent changes in privacy law?

We’re not exactly sure when cookies will be a thing of the past. Still, when Google finally starts to deprecate cookies in Chrome at scale, many things will continue to evolve and become more accessible and privacy-friendly. We’ve been concentrating heavily on contextual targeting. It is a comprehensive and effective strategy, particularly in podcast advertising, where we have developed considerable expertise. 

For example, Predictive Audiences is a cookie-less, privacy-friendly solution that combines AI transcription technology with contextual data via direct publisher connections in concert with 300-plus audiences from Comscore. Also, great things are happening on the music side, such as Mood Targeting, which helps brands better connect with audiences by reaching them while listening to music that matches the mood of the song they are listening to.

Are there any best practices you recommend for ensuring compliance with data privacy laws?

I think a crucial piece is that it has to do with first-party data. There’s always an interest in utilizing it. And so if that’s something that an advertiser has, and they want to use it as a means for reaching their customer base, then we need to be working with a partner as we do here (like with LiveRamp) so that we know we’re doing that in a compliant way. So, there are partners in the space where we can collaborate with our advertising partners to ensure compliance.

Let’s talk about the future of digital audio, particularly with programmatic. Do you see any key trends on the horizon?

Synthetic Voice combined with Dynamic Creative Optimization (DCO) to beta test ads. For example, if an advertiser wants to test different calls-to-action, we can create ads in real-time with Synthetic Voice technology to test different spot lengths. This can be coupled with our ability to view available inventory in real-time in custom dashboards built into our DSP platform. So, when you test different audio ads very (in terms of cost and investment) coupled with real-time availability, it is evident that audio is more than just a branding medium.

How about agencies? What’s one bit of advice you would give to an agency partner?

I think the most important thing that I would say is to take a holistic view of audio as an advertising vehicle. So, again, factoring in audience segmentation at scale, viewing it through a real-time availability lens, integrating attribution, and then utilizing creative solutions like Second-Screen Retargeting and ShakeMe.

Looking Ahead

My conversation with Dave was a testament to the innovative spirit and problem-solving ingenuity that drives the Adswizz mission. As we navigate the intricacies of programmatic audio advertising, it’s clear that the future holds immense possibilities. Together, we are setting the stage for an era of audio advertising that is more dynamic, effective, and connected than ever before.

Contact us today to learn more about AudioMatic and the audio advertising strategies that can help you achieve maximum audience engagement! 

By Daniel Einhorn, Senior Manager, Content Marketing

The post Shaping the Future of Audio Advertising appeared first on AdsWizz.

At Podcast Movement 2023, Gretchen Smith, Vice President of Media at Ad Results Media, sat down with Justine Benjamin, Head of Global Marketing at AdsWizz and Simplecast, to discuss the business of podcast advertising. 

A Texan by Birth. A Podcast Enthusiast by Choice

Gretchen Smith has an unwavering passion for podcast advertising and its remarkable ability to forge meaningful connections with audiences. Gretchen’s journey in podcasting began in the heart of the Lone Star State, where she grew up and later returned after spending a decade in the concrete jungle of New York City. During the pandemic, Gretchen, like many others, sought warmer weather and space, leading her back to the city that holds a special place in her heart. And despite the city’s changes over the years, Austin’s natural beauty and vibrant lifestyle remain constants that continue to draw her in.

A Familiar Face at Podcast Movement – Meeting Objectives and Building Relationships

As the VP of Media, Gretchen oversees client strategy and is actively involved in building the programmatic department. Her team represents various departments and clients at the event, making it an all-encompassing experience, her third time attending this annual gathering of podcast aficionados. From her debut in Las Vegas for Evolutions to the previous year’s event in Dallas, she’s seen the podcasting industry’s growth firsthand.

For Gretchen and Ad Results Media, Podcast Movement wasn’t just an opportunity to attend panels and network with podcasters. It was a chance to connect with clients, educate them, and forge deeper relationships. 

The Human Element in Podcast Advertising

Gretchen believes firmly in securing host approval and crafting engaging ad prompts to guarantee a smooth, immersive advertising experience. In contrast to conventional advertising methods, podcast host endorsements uniquely appeal to listeners. She states:

“Word of mouth is the best way to recommend products to people. It’s the number one reason why people buy things. It’s as if a friend told me about things, and a podcast host is the closest thing to a friend you have without knowing somebody.”

Unveiling Impactful and Strategic Campaigns

This year, Ad Results Media focused on strategically designed campaigns with performance in mind by blending endorsements with produced ads, showcasing the power of combining different ad formats to achieve better results. While some advertisers worry about paying for multiple impressions of the same message, Gretchen values the varied messages and how they can seal the deal for hesitant buyers.

The Future of Podcast Advertising and Ad Results Media’s Role

As for the future of podcast advertising, Gretchen and her team are committed to supporting creators and nurturing relationships between brands and podcasters. They aim to connect clients with creators and create meaningful, long-term collaborations. By focusing on connections within podcasting as a revenue engine for brands, they strive to keep the industry flourishing.

A Call for Collaboration

The need for collaboration and educating agencies and brands about the intricacies of podcasting will lead to better campaigns and support for creators. At its core, podcasting is about connecting with real consumers and delivering meaningful content. In a rapidly evolving podcasting landscape, Gretchen and Ad Results Media are at the forefront, shaping the future of podcast advertising by combining technology, creativity, and a deep respect for the medium’s human touch.

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