Retail marketers are facing a highly competitive season where every budget decision needs to prove it can drive real sales. Digital audio stands out here because it captures attention at the right moments, helping brands spark conversions and build lasting shopper loyalty.

The Retail Rush Meets the Audio Advantage

This peak shopping period brings intense competition, and brands are prioritizing media that can influence shoppers closer to the moment of purchase. Retail media spend is climbing globally, and in the US, programmatic digital audio is expected to reach $2.26 billion in 2025. The reason is simple: During Black Friday, Cyber Monday, and year-end promotions, shoppers are flooded with messages on every screen. 

Today’s shoppers move fluidly from one screen to another and from one place to the next. Someone might scroll through gift ideas on a phone during a commute, compare prices on a laptop later in the evening, then stop by a store on the drive home. Digital audio reaches people in those in-between moments, when their hands might be busy but their attention is still open.

About 79% of Americans age 12 and up listen each month, with even higher numbers among younger listeners. And it works. Studies show that audio ads create strong recall and can influence brand choice, helping turn seasonal interest into actual purchases.

Audio Adtech Has Your Back

As more shoppers tune in through digital audio, the technology behind it has accelerated to meet the pace of retail. Modern audio adtech gives marketers the flexibility and automation they need during the busiest time of year.

With the right adtech in place, retail marketers can automate key processes and still deliver ads that feel timely and personal. Imagine promoting a new line of sweaters on a cold morning or reminding a shopper about curbside pickup when they are just minutes away from your store.

This kind of agility sets the stage for what comes next, moving from reactive campaigns to storytelling that adapts to every listener’s moment.

Personalization at Scale With Dynamic Creatives

Personalized audio advertising no longer has to be complicated. By leveraging Dynamic Creatives with Synthetic Voice technology, brands can now produce studio-quality audio spots in minutes. This tech uses data such as location, weather, time of day, device type, demographics, and listening context to create millions of unique ad variations in real time. A listener in Chicago on a rainy afternoon might hear something completely different from someone in Austin on a sunny morning.

By making personalization fast and scalable, dynamic audio helps brands move beyond one-size-fits-all messaging and connect with people in more meaningful ways.

Here is how marketers use it:

• Instant voice production: Generate natural-sounding voiceovers without studio time or voice talent.
• Flexible workflows: Preview, edit, and launch campaigns quickly through a self-service platform.
• Consistent branding: Maintain a unified brand voice across thousands of creative variations.
• Real-time personalization: Match each listener’s moment, mood, or location so every ad feels relevant.

Smarter Targeting That Reaches Every Listener

Personalization is powerful, and precision targeting takes it even further. As the retail season ramps up and consumers face endless messages, the real advantage lies in reaching the right people at exactly the right time with messages that feel natural and relevant.

Tools like contextual targeting make this possible by using non-personal, privacy-friendly signals like listening patterns and even music choice. This helps brands move beyond one-size-fits-all campaigns and deliver messages that feel timely, relatable, and personal.

Here are a few ways this can work:

• Location targeting: Reach listeners nearby. A shopper walking past a mall might hear an ad for a weekend sale close by.
• Weather targeting: Match creative to the forecast. A coffee brand can push hot drinks on a cold morning or iced options when the temperature climbs.
• Multicultural targeting: Reflect diverse audiences. Build connections with growth audiences using bilingual ads or cultural messaging that resonates.
• Contextual music targeting: Align ads with what people are listening to. A shopper streaming a holiday playlist or relaxing after work hears a message that fits the mood.

How Retailers Can Activate Audio Campaigns

For retailers, success during the shopping season depends on being present at the moments that influence buying decisions. Audio connects with listeners throughout their day in ways that feel natural and personal.

Here is how to make it work:

• Plan for key retail moments: Launch campaigns early to build awareness before major sale events like Black Friday and Cyber Monday. Use audio to stay top of mind while other channels compete for visual space.
• Keep creative fresh: Update messages based on timing, weather, or product trends. Highlight weekend deals, feature trending categories, and shift tone as the season evolves.
• Reach nearby shoppers: Use location data to deliver local promotions and combine it with multicultural and contextual targeting for greater relevance.
• Integrate across channels: Pair audio with display, social, or in-store messaging to strengthen recognition. Someone who hears a podcast ad is more likely to recall the product later while shopping.
• Measure and refine: Track engagement, conversions, and brand lift, then use insights to optimize creative and targeting in real time.

Boost Your Retail Season With Audio

Ready to enhance your retail marketing strategy? 

Contact AdsWizz to learn how our digital audio solutions can help you increase both in-store and online sales this season.

by Bianca Stanescu, Senior Director, Product Marketing

The post Driving Conversions with Audio Ads During Peak Retail Season appeared first on AdsWizz.

Now imagine your ad appearing right then, in sync with that feeling.

With contextual music targeting available across AudioMax, AudioServe, and AudioMatic, advertisers can reach listeners in the moments that matter most.

With three powerful targeting capabilities, advertisers can now move past mood to connect with the real-world context driving the music.

• Dynamic top lineups: Reach listeners tuned in to the top 50 trending songs of the week. You can refine by the songs trending with millennials or Gen Z, depending on your campaign goals.
• Music by activity: Target listeners based on what they’re doing. Whether it’s studying, cooking, gaming, or working out, these segments help you deliver your message when it aligns with their current mindset.
• Music by seasonality: Align your campaigns with real-world cultural and seasonal moments like Pride Month, Halloween, back to school, or Valentine’s Day—times when listeners are already emotionally engaged.

Why This Matters

For advertisers, this means your message reaches people when it’s most likely to resonate. For publishers, it improves monetization by matching inventory to timely, behavior-based signals. Because the targeting is driven by contextual insights from the music itself, it respects user privacy while enabling scale and precision.

These segments are powered by more than 60 million songs, analyzed by machine learning and verified by human experts. It’s a system built on real listening behavior, not guesswork or outdated targeting models.

Key Benefits (So Listen Up)

• Engage listeners when it counts: Match your message to what people are doing or feeling in the moment—from studying to celebrating.
• Boost campaign performance: Drive stronger engagement and completion rates by reaching listeners in meaningful, relevant contexts.
• Maximize monetization: Improve fill rates by syncing inventory with live music behavior.
• Stay current: Reach audiences through trending songs and evolving cultural moments.
• Measure smarter: Use updated reporting tools to see how each segment performs and optimize campaigns with confidence.

Let’s Get Started

It’s easy to find new segments available in Publisher Attributes across AudioMax, AudioServe, and AudioMatic. Simply choose the segments that align with your campaign, and the platform will do the rest. Whether you’re focused on reach, performance, or monetization, these tools are designed to help you make every ad more effective.

Explore the full segment list and start reaching listeners in the moments that matter. 

• Want to learn more? For more information, please visit our knowledge base.
• Prefer to talk with a team member? Contact us now!

by Rob Quintiliani, Senior Director, Product Management

The post Hit the Right Note With Contextual Music Targeting appeared first on AdsWizz.

Contextual advertising doesn’t rely on personal data but still connects with listeners based on their situational context. It’s smart, scalable, and built for a privacy-first future.

Privacy obligations aside, it simply works better to serve relevant ads to the right audiences at the right moments without tracking their every move. When consumers tell you where they like to spend time, there’s no need to peek through the blinds.

Why Contextual Is the New Gold Standard

People are spending their days with audio, and the numbers speak for themselves.

According to Edison Research’s Share of Ear Report (Q1 2025), listeners are spending four hours and 29 minutes hours a day with audio, using it as a companion throughout their daily routines.

SiriusXM Media’s User Study 2024 reinforces this: 64% of people listen while doing chores, 50% while cooking, 48% while working, and 44% while exercising. More than 30% also tune in while commuting, getting ready, playing video games, or relaxing at home. Nearly 80% of all audio listening happens when visual media isn’t available, making audio more integrated into daily life than most screen-based advertising.

That level of listener integration demands the same from advertisers. Ads that align with listeners’ routines boost brand connection by 12%, while ads that miss the moment achieve just a 3% lift.

The impact of contextual relevance is striking:

• Emotional impact is 156% higher with culturally relevant ads.
• According to Deloitte Digital, brands incorporating personalization into their ad campaigns experienced a 50% growth, with advertising budgets rising by 29% in 2024 compared to the previous year.
• More than 70% of brands and agencies are expanding their first-party data sets.

Mood, Weather, and Location Signals in Audio

Contextual targeting is a win-win for listeners and advertisers. It connects brands with more receptive audiences while reducing irrelevant ad clutter for those who might otherwise be open to the right message.

For example, a regional outdoor brand can promote lightweight waterproof outerwear to listeners within 25 miles of retail locations who are streaming a “Running Mix” during rainy weather—all without compromising privacy.

Weather Targeting

Weather influences behavior, and your advertising should reflect that. With updates every 60 minutes using live data from trusted sources, weather targeting allows brands to deliver messages tailored to current conditions. 

Trigger dynamic ads based on weather types like thunderstorms, fog, drizzle, clear skies, or snow, and go deeper with environmental triggers such as UV index, humidity, barometric pressure, and pollen count.

Location Targeting

Today’s location targeting goes far beyond basic geography. With powerful tools, you can go beyond the basics and engage listeners where they are with surgical precision.

• Reach users by country, region, city, DMA, or MSA
• Target specific points of interest, like a five-mile radius around airports, gyms, restaurants, or campuses
• Home in on postal codes or even exact GPS coordinates

Mood Targeting

In audio environments, mood isn’t just a vibe—it’s a signal. We analyze over 60 million tracks and use a blend of machine learning, expert human curation, and real-time scoring to detect emotional tone. With 10 rich mood segments, advertisers can align their message with listeners’ emotional state, whether that’s focused, happy, angsty, or soothing.

Life Moments, Trends, and Seasonal Targeting 

Advertisers can go even deeper with new segmentation layers that reflect how, when, and why people listen. Dynamic Top Lineups, Music by Activity, and Seasonality segments unlock powerful new ways to match your message to the moment.

• Activity-based segments let you engage during everyday routines—from working out and studying to cooking, gaming, or partying.
• Top Chart segments help you tap into cultural momentum with listeners who stream the week’s Top 50 songs, with added filters for Millennials and Gen Z.
• Seasonal moments give your brand relevance during key life and cultural events, like back-to-school, Pride Month, summer vacation, or Halloween.

Enhancing Listener Relevance Without Personal Identifiers

Privacy concerns are real, with 65% of Americans skeptical about data privacy efforts and 71% saying they would end their relationship with companies that mishandle sensitive data. Most important to advertisers: 83% of consumers consider data protection crucial for building trust.

The industry’s response has been transformative, with solutions like anonymized data processing, clean rooms, and predictive audiences leading the way. AdsWizz’s partnership with pioneering ID-less firm NumberEight exemplifies this shift. AdsWizz uses anonymized contextual data and machine learning to deliver precise demographic insights without compromising personal privacy.

We’re committed to privacy-first advertising, with 60% of global targeting on AdsWizz now using contextual signals. This marks a clear shift from traditional tracking to smarter, more respectful methods. Simply put, advertisers connect with audiences using the information people choose to share, not what they want to keep private.

Skip Ahead in Your Audio Advertising With AdsWizz

We’re not just part of the audio advertising evolution. We’re leading it.

Our technology delivers personalized, privacy-safe audio ads at scale. Each month, we power 16 billion impressions and scan 40 million podcast episodes to ensure brand safety and relevance. Tap into contextual targeting through weather, mood, location and more data signals—while meeting the highest privacy standards. 

Ready to transform your approach? Connect with us today!

by Bianca Stanescu, Senior Director, Product Marketing

The post Activate Smarter Audio Advertising With Contextual Targeting appeared first on AdsWizz.

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.

As outlined in The State of Audio Adtech Report 2025, digital audio advertising offers so much more than placing ads in a linear stream. It’s about meeting listeners where they are through podcasts, music streaming, gaming, and even social media to create cohesive, multi-platform experiences that resonate.

Why Publishers and Advertisers Need to Go Omnichannel

With 31% of weekly podcast listeners tuning in via YouTube, it’s clear that audiences are consuming content across channels. In fact, 84% of Gen Z podcast listeners prefer podcasts with a video component, and 45% seek additional content from hosts on YouTube and social media, according to a SiriusXM Media Podsurvey User Study. Consumers now crave deeper connections and richer storytelling, making cross-platform engagement essential.

For brands, this shift is an opportunity. By blending audio with video, social media, and interactive elements, advertisers and publishers can create engaging, multi-dimensional experiences. The key is to connect with audiences in ways that resonate, using dynamic ads, hybrid formats, and interactive storytelling to capture attention across platforms.

Additionally, contextual targeting enables brands to reach listeners in the most relevant moments—whether they’re tuning in to a workout playlist, an industry-specific podcast, or a news briefing—maximizing the impact of ads and driving deeper engagement.

To thrive, brands must think bigger, adapt faster, and embrace new engagement strategies. Those that do will foster deeper connections, drive greater loyalty, and stay ahead of the competition. As audiences continue to demand richer, more interactive experiences, publishers and advertisers must move beyond traditional approaches—actively integrating new strategies and technologies to stay ahead.

Adapting to the New Audio Ad Landscape

To capitalize on these opportunities and adapt to evolving audience behaviors, brands and advertisers must embrace strategies that align with omnichannel consumption trends. By leveraging innovative tools, they can create personalized, immersive campaigns that genuinely resonate with today’s consumers—driving deeper engagement and delivering measurable results.

Key innovations unlocking new opportunities:

• Second Screen retargeting: Reinforce your audio messages. Second Screen retargeting combines the power of audio with display advertising, ensuring that listeners who hear an ad receive a follow-up visual ad on the web within two days. In a campaign AdsWizz ran with MedExpress, Second Screen retargeting helped achieve a 0.63% click-through rate (CTR), a 37% increase compared to the industry average, leading to over 1.2 million second-screen impressions.
• AudioPixel for real-time insights: Measuring audio engagement has never been more precise. AudioPixel connects ad exposure to consumer actions, tracking whether users visit websites or make purchases—providing advertisers with actionable insights into demographic, geographic, and behavioral trends. For example, Hyundai leveraged AudioPixel to track engagement for its IONIQ 6 EV campaign, resulting in 8,000+ leads, a 6.3% companion banner CTR, and a 1.3% conversion rate from in-game audio to test drives.
• Voice-activated ads for effortless interactions: Voice-activated ads enable seamless brand interactions via smart speakers and assistants, making it easy to redeem offers, book services, or explore products. These ads encourage interaction to drive instant engagement, transforming digital audio advertising. Lagardère Publicité News leveraged AdsWizz Voice Ads on Europe 1, allowing listeners to interact via voice commands to redeem offers, book services, or download apps effortlessly. The Bourgogne-Franche-Comté Tourisme campaign achieved a 97% listener-through rate, showcasing the power of voice-activated engagement.
  

The Future of Digital Audio Advertising Starts Now

The future of digital audio advertising is already here. Brands that embrace more channels, advanced formats, and interactive experiences will be the ones that truly connect with audiences. Innovation is transforming passive listening into measurable engagement. As digital audio expands across platforms, now is the time to leverage cutting-edge adtech to foster stronger, more engaging relationships with audiences.

Want to dive deeper into this and the latest audio adtech trends for 2025 (and beyond)?

Download The State of Audio Adtech Report 2025 to stay ahead of the curve and maximize your digital audio strategy!

by Nicoleta Vieru, Senior Staff Product Marketing Manager

The post Grow Your Digital Audio Advertising with More Channels and Formats appeared first on AdsWizz.

Beyond the Basics: First-Party Data and Contextual Targeting in Action

The key isn’t just knowing what someone likes—it’s understanding when and how to deliver a message that resonates and creates meaningful connections. Instead of relying on broad strokes, brands and publishers today should harness first-party data and contextual intelligence to create and deliver hyper-targeted, privacy-compliant ad experiences. 

For example, it’s now possible to combine location targeting with weather insights for an even more focused and personal approach. If it’s a rainy day in a specific neighborhood, food delivery apps can reach listeners staying in, while auto service brands can target regions hit by storms with reminders for repairs or checks. By tapping into real-world context, audio ads don’t just show up at the right time—they actually make sense in the moment, feeling more like helpful tips and less like background noise.

Why First-Party Data is More Valuable than Ever

With more users opting out of traditional tracking, first-party data has become the gold standard for delivering relevant ads—without compromising privacy. Brands and publishers that leverage their own data—such as listening behavior, purchase history, and preferences—can deliver personalized messages without relying on third-party cookies.

And the impact is clear:

• 71% of brands, agencies, and publishers are expanding their first-party data strategies, moving away from their historically heavy reliance on third-party audiences.
• Brands adopting personalization have grown by 50%, with budgets increasing by 29% in 2024 compared to the previous year.
• Culturally relevant ads generate a 156% greater emotional impact, according to a study by MAGNA Media Trials and SiriusXM Media, “Challenging the ‘One & Done’ Approach: Connecting Culturally Through Digital Audio.

The best part? With first-party data, publishers regain control of all online interactions across their content. At the same time, brands can use highly relevant touchpoints for their messaging, making it a win-win for both parties. 

Contextual Targeting is Refining the Moment, Not Just the Audience

Having data is just the first step—what really matters is how you put it to work. A great ad should feel like a natural part of the experience, not something that disrupts it. Think about it: Delivering an ad for a sunrise yoga retreat to listeners streaming a meditation playlist can hit all the right notes–and feel downright serendipitous. Contextual targeting has evolved far beyond simply aligning ads with general content categories. Modern platforms now ensure ads fit the content but also the listener’s mindset and environment. With 60% of targeting dimensions on AdsWizz’s platform already contextual—based on impressions run on the platform—it’s clear that hyper-relevant messaging is the new norm.

This is where contextual targeting truly shines, allowing brands to craft hyper-relevant ads that feel seamless, timely, and genuinely useful to listeners.

Mood-based targeting

Music sets the tone for how people feel—whether that’s pumped up, chilled out, or somewhere in between. Studies show that during stressful periods, listeners actively turn to music as a coping mechanism, reinforcing the idea that audio content is deeply tied to emotional states. The AdsWizz mood library has over 60 million songs across nine mood segments, including one called Angsty—because sometimes you just need to embrace the vibe. Imagine someone blasting some Metallica, the last thing they want is a bubbly ad for cherry-flavored lipgloss. The right ad at the right time doesn’t just resonate—it respects the mood.

Weather-based targeting

Weather shapes moods, cravings, and shopping decisions. A cold, rainy Friday evening? Perfect for a cozy comfort food delivery ad. A high UV index? A well-timed reminder to grab that sunscreen. And when temperatures drop at higher altitudes, it’s the ideal moment to nudge listeners toward warm sweaters or ski boots.

Our platform updates live weather data every 60 minutes, ensuring ad messaging aligns with real-time conditions. By staying relevant in the moment, brands can personalize their approach and maximize impact—because no one wants to hear about ice-cold lemonade when they’re snowed in.

Location-based targeting

Location targeting isn’t just about hitting a city or zip code anymore—it’s about meeting listeners exactly where they are. You wouldn’t find an ad for snow boots useful when you’re sweltering at an outdoor summer concert, now would you? Our platform goes beyond standard geographic targeting with precision tools that let advertisers reach people down to a concert venue, a student campus, or even a vintage fair. With real-time data, location-based targeting makes ads feel appropriate and, most importantly, valuable. 

Podcast Contextual Targeting

Not all podcast listeners are created equal. Some are crunching finance news, others are knee-deep in true crime, and a select few are fully committed to the art of artisanal sourdough. But here’s the thing—just because someone’s tuning into a day-trading podcast doesn’t mean they’re not shopping for hiking boots.

Through our partnership with Comscore, we go beyond podcast genres to match consumer preferences with real behavioral insights. With over 300 audience segments spanning TV viewership, gaming habits, life stages, and more, you’re not just casting a wide net—you’re dropping your line exactly where the right listeners are biting.

Bringing It All Together: Smarter, More Relevant Audio Ads

The days of one-size-fits-all audio advertising are over. The real magic happens when first-party data meets contextual targeting, creating privacy-friendly, high-impact campaigns that actually make listeners pay attention—without feeling like an interruption.

The brands winning in 2025 and beyond won’t be the ones using contextual targeting at a surface level—they’ll be the ones refining it, using it dynamically, and making every impression count. If you’re not already embracing these strategies, now is the time to start.

Ready to Take Your Audio Advertising to the Next Level?

Download The State of Audio Adtech Report 2025 for more exclusive insights on the latest trends and strategies shaping the future of digital audio.

by Alexandra Ilie, Senior Product Marketing Manager

The post How First-Party Data and Contextual Targeting Are Transforming Audio Ads in 2025 appeared first on AdsWizz.

On February 11, 2025, AdsWizz Audio Days Milan brought together brands, agencies, and media professionals to explore the rapidly evolving world of digital audio advertising. Featuring market-shaping data, bold discussions, and real-world case studies, the event served as a launchpad for the future of digital audio.

If you missed out, don’t worry. We’ve got all the highlights right here!

State of the Union

 

Digital Audio Market Trends

Italy is emerging as a European leader in digital audio consumption and its fast-growing digital audio market presents a massive opportunity for brands to connect with highly engaged audiences. Andrea Lamperti, Senior Advisor at Osservatorio Internet Media, and Francesco Paolo Tarallo, Head of Partnerships and Business Development at Mediamond, took the stage to explore the key trends driving this rapid shift.

• Podcast listening has surged, with more brands investing in original podcast content to drive engagement.
• AI-driven ad personalization is making audio campaigns more precise than ever.
• With third-party data disappearing, privacy-focused targeting is becoming essential.

How Digital Audio Supercharges Multichannel Marketing

Brands that overlook audio in their marketing strategies risk losing engagement and conversions. Modern marketing isn’t about choosing between channels—it’s about seamless integration for a connected customer experience.

Moderated by Giuseppe Accardo, Senior Sales Manager at AdsWizz, this panel explored how digital audio enhances multichannel strategies, making campaigns more engaging and data-driven. The discussion reinforced that audio is no longer a standalone medium—when integrated effectively, it amplifies a brand’s entire marketing mix.

Paolo Artioli, Head of Audio at Dentsu; Sebastiano Vissani, Head of Digital Audio at OMD; and Riccardo Tacchetto, Digital Project & Campaign Manager at Officina.Tech then shared insights on how brands can leverage audio alongside other digital channels to improve engagement and maximize advertising impact.

• Digital audio boosts brand recall and engagement when paired with video, social, and display.
• Programmatic audio is unlocking hyper-targeted, personalized ad experiences.
• First-party data is now a critical asset for brands looking to maximize ad effectiveness.

Digital Audio Innovation in Action: Corona’s Game-Changing Audio Campaign

Nothing showcases the power of digital audio better than real-world success stories. AdsWizz’s Giuseppe Accardo and Nelsi Xhemalaj, Campaign Manager, Tangoo Media, took the audience through Corona’s groundbreaking campaign, which used geo-targeted audio ads to deliver real-time surf reports. 

The session demonstrated how dynamic creative optimization (DCO) is transforming personalized advertising, proving that well-timed, data-driven audio ads can create hyper-personalized experiences that deeply resonate with audiences.

• 751,000 real-time surf reports turned into engaging ad experiences.
• Geo-targeting ensured ads reached only listeners within 15km of key beaches.
• A 2% increase in brand relevance showed the power of contextually relevant, dynamic creative.

The Optimal Use of Data and Targeting: Smarter Ads, Better Engagement

As consumer expectations evolve, brands that ignore data-driven audio advertising risk falling behind. With AI and first-party data shaping the future of marketing, those who adapt now will gain a critical edge. In an era of advertising saturation, precision targeting, and real-time personalization are essential to breaking through the noise. 

Moderated by Alexandre Obino, Senior Director of Client Strategy at AdsWizz, this session explored how AI-driven insights and audience segmentation are transforming ad relevance in digital audio. Francesco Paolo Tarallo, Head of Digital Marketing at Mediamond; Christina Pianura, CEO of Audioboost; and Fabio Rastelli, Head of Digital Audio at Teamradio shared their expertise on how brands can leverage data to maximize ad effectiveness and audience engagement.

• Real-time personalization is creating audio ads that feel natural and relevant.
• Behavioral and contextual targeting are driving stronger engagement and performance.
• Voice-activated ads are paving the way for interactive, hands-free brand engagement.

Digital Evolution Between Podcasts and New Audio Ecosystems

Podcasts provide authentic, long-form engagement, making them a powerful tool in an era of fragmented attention. No longer just another media format, they have become a cornerstone of modern marketing. Fausto Amorese, Director of Marketing at Radio24, shared the latest data on podcast growth and offered insights on how brands can harness this rapidly expanding medium to build deeper connections with their audiences.

• 620+ podcasts are created every month, according to Radio 24 podcasts available on its website, app, and major on-demand platforms like Apple Podcasts, Spotify, and Amazon Music.
• 8.5 million monthly listening sessions show sustained engagement, based on a combination of websites, apps, and third-party platforms.
• 19 million+ monthly audio ad impressions prove brands are doubling down on podcast ads.

Measuring Audio’s Real Impact: Brand Lift & Attribution

With advanced attribution tools, brands can now track engagement, conversions, and overall campaign performance with unprecedented precision. Measuring the impact of audio ads has long been a challenge, but innovations in attribution are changing that. AdsWizz’s Giuseppe Accardo and Alexandre Obino showcased how brands like Mazda and Kraken are leveraging AudioPixel and Veritonic to measure campaign effectiveness and prove ROI.

• Mazda’s campaign increased website visits by 293%.
• Kraken’s podcast ads boosted brand awareness by 17%.

Navigating the Sonic Identity Space

Privacy regulations are constantly evolving, requiring the industry to push beyond its comfort zone to stay innovative. Moderated by Morgane Peron, Director of Audience Data Operations at AdsWizz, this panel explored how organizations address privacy, compliance, and industry-wide collaboration to provide customer-centric solutions for publishers, buyers, and demand-side platforms. The discussion highlighted the importance of leveraging technology partners for streamlined compliance.

The panel featured Leone Fossati, Head of Solutions at UTIQ; Francesca Gabaglio, Addressable Strategy and Audience Lead at Kinesso; Davide Rosamilia, Vice President of Product at ID5; and Tommaso Scudiero, Lead Associate Account Director at The Trade Desk. Together, the group led an engaging conversation on privacy, technology, and omnichannel strategies for reaching audiences across multiple devices.

• Continued collaboration in the industry will be key to providing advanced strategies with 100% compliance to allow various partners (publishers, buyers, demand side) to achieve their goals.
• As audiences continue to engage in multiple ways across multiple devices, fully compliant, unified strategies are necessary to reach larger audiences across different channels and target at scale.
• First-party data is more important than ever. We need to create and maintain an environment that makes data transmission a seamless, fully compliant, and efficient experience on all sides.

Reflecting on AdsWizz Audio Days Milan 2025

AdsWizz Audio Days Milan 2025 showcased just how fast digital audio is evolving—and the opportunities it’s creating for brands, agencies, and publishers alike. From DCO to data identity solutions and podcast storytelling, one thing is clear: Audio is no longer just a supporting player in marketing—it’s leading the conversation. The future of audio is now—are you listening?

A huge thank you to all the speakers, panelists, and attendees who made AdsWizz Audio Days Milan 2025 an unforgettable experience.

by Aimi Knowling, Senior Manager, Sales Marketing

What’s Next?

• Want to dive deeper into AdsWizz Audio Days Milan 2025? Check out the presentation slides here.
• Looking to take your audio strategy to the next level? Reach out today and see how our platforms can enhance your campaigns!
• Stay tuned for upcoming events, content, and innovations from AdsWizz. Don’t forget to sign up for Frequency, our monthly newsletter. 
• Did you know we released a new industry report? Download The State of Audio Adech Report 2025.

The post AdsWizz Audio Days Milan 2025 Recap appeared first on AdsWizz.

Market Trends

Janny Beberian, Director of Business Development for Southern Europe at AdsWizz, highlighted the transformative changes in digital audio. She emphasized the market’s rapid growth, driven by significant advances in podcasting and programmatic technology.

• With the loss of third-party audience IDs, publishers are using technology platforms to leverage their first-party data for relevant, privacy-friendly ad experiences.
• Market expansion is being driven by growth in politics, retail, pharmaceuticals, and travel sectors.
• Digital audio use exceeds radio, with the industry maturing through better data accuracy and compliance with IAB standards.

Case Study – AudioPixel as a Measurement Tool

Morgane Peron, Director of Audience Data Operations at AdsWizz, showcased AudioPixel’s capabilities. AudioPixel analyzes performance metrics across campaigns aimed at user acquisition, traffic generation, and purchase intent. It can track activities from email collection during registration to detailed customer purchase journeys on e-commerce sites.

Clement Berthet, Associate Director of Digital at NRJ Global, then presented a case study illustrating Morgane’s practical application of this technology. He emphasized the importance of crafting audio-specific content rather than repurposing video assets, ensuring a clear call-to-action tailored for audio platforms, and leveraging the unique continuous engagement potential of audio formats through innovative strategies like Dynamic Creative Optimization (DCO) and interactive formats such as ShakeMe.

Publicis + Hawk Brand Lift with Happydemics

Nadine Picosson, Associate Director of Audio Trading at Publicis Media, outlined her company’s strategy to boost digital audio, focusing on transparency, contextual data, and advanced programmatic approaches. Concurrently, Mehdi Aroussi, Senior Director of Global Partnerships at Hawk, introduced their new AI-driven DCO to support partners’ needs.

Use Audio as a Lever to Think Outside the Box

Camille Biehler, Key Account Director at Acast, Albane Laclavière, Business Director at OMD, and Léa Paris D’Artigu, Head of Media and Communication at Biocodex, gave an overview on the success of host-read content in capturing audience attention.

Digital Audio: A Key Lever for Brand Image

Anne-Marie Kalinka, Managing Director, France at Amnet, and Virginie Chesnais, Chief Marketing Officer at Happydemics, stressed the impact of digital audio in improving brand recognition and favorability, demonstrating its efficacy through the effect of audio investments on brand perception.

Their presentation recapped the effectiveness of campaigns using high and mid-funnel indicators to understand audience responses. They compared these metrics with a benchmark of over 180 audio brand lifts across different countries and media types and tailored recommendations aligned with campaign objectives and industry best practices to maximize the impact of each audio strategy, thereby verifying digital audio’s flexibility and strategic value.

SoundCloud: A Social Platform Pioneer

Quentin Spineu, Account Director, EU, at AdsWizz, illustrated SoundCloud’s innovative role as a social platform that breaks conventional barriers between artists and audiences. SoundCloud is a launching pad for local trends to escalate into global phenomena, regardless of the artists’ origins, languages, or connections. The platform also facilitates music discovery, where fans find and share their next favorite artists, and fosters direct interactions between artists and fans without intermediaries. 

SoundCloud is pioneering Mood Targeting, a feature that allows brands to connect with listeners based on their emotional state. This enables advertisers to target audiences across different moods, such as Angsty, Chill, Energetic, Focused, Happy, Soothing, Love, Celebratory, and Relaxed, thereby enhancing receptivity to brand messages.

Case Studies

• Walmart and SoundCloud celebrated Black History Month with a series featuring emerging hip-hop artists and their commentary on identity in music.
• Adidas and SoundCloud’s “We Gave the World an Original” campaign spotlighted fashion-forward creators, featuring artist Stormzy.
• Hyundai and SoundCloud launched a track series and contest to promote Hyundai’s positive impact, awarding $5,000 to one winner.
• Toyota and SoundCloud’s SCENES documentary series explored culture-forward music communities. It featured Mexican artists and launched on Billboard Latin.

Panel: Data-Driven Strategies for Content

Participants

• Morgane Peron – Director, Audience Data Operations at Adswizz
• Laurent Dauron – Director, Digital Operations at Lagardère Publicité
• Jenna Cortaredona – Head of Data Offers and Partnerships at M6 Publicité
• Mickaël Gaspar – Deputy Director, Sales at Altice Media

M6: Mastering Data Precision

Jenna Cortaredona, Head of Data Offers and Partnerships at M6 Publicité, provided an in-depth analysis of how M6 Publicité leverages a sophisticated cross-channel Data Management Platform (DMP) to utilize first-party data effectively. She emphasized Single Sign-On (SSO) and logged-in users for data integrity and future services. Jenna also addressed first-party data fragmentation and solutions with contextual targeting for better platform scalability and integration.

Altice: Leveraging Content for Engagement and Revenue

Mickaël Gaspar, Deputy Director, Sales at Altice Media, discussed how Altice leverages content to generate additional activation opportunities while naturally increasing traffic on their platforms. With web-radio offerings, they can attract a diverse audience, particularly during seasonal events like the Olympics or Roland Garros. This strategy benefits publishers by enhancing engagement and audience retention, attracting new listeners, and expanding monetization opportunities.

Lagardère: Integrating Data and Content for Market Expansion

Laurent Dauron, Director, Digital Operations at Lagardère Publicité, discussed merging audience data with engaging content to bolster their cross-channel offerings. He also described the benefits of their partnership with SiriusXM Media, which helps Lagardère reach new markets and improve contextual targeting.

The Future is Bright (and Loud)

AdsWizz remains steadfast in our mission to push the boundaries of technology in audio adtech, as evidenced by AdsWizz Audio Days Paris 2024. The vibrant discussions and presentations from industry leaders underscored the transformative power of digital audio. The ongoing convergence of these creative minds will continue to pave the way for future innovations in our industry.

See you at the next AdsWizz Audio Days!

by Daniel Einhorn, Senior Manager, Content Marketing

The post AdsWizz Audio Days Paris 2024 Recap appeared first on AdsWizz.

The Turning Point: Google Sets the Stage

Google’s 2020 announcement to phase out third-party cookies in Chrome was a wake-up call for the ad tech industry. Fast-forward to January 4, 2024, when Google began the phase-out, affecting 1% of Chrome users as a precursor to a complete ban later in the year. This bold step underscored the pressing need for innovation in how ads are delivered without compromising user privacy.

Leading the Charge: AdsWizz’s Approach to Cookie-Free Advertising

At AdsWizz, we saw the writing on the wall early. Our analysis reveals that while we expect the impact of third-party cookie deprecation in Chrome to be minimal across our platform overall, with less than 5% of daily ad requests logged on average, some signal disparities inherited from the type of environments operated might inflate the risk set by Google’s browser enforcement. Additionally, environments characterized by low signal and the absence of cookies, which are predominant in podcast and streaming mobile app listening, may encounter minimal impact due to the phasing out of third-party cookies. Conversely, publishers relying heavily on web environments might face a more significant effect. 

Innovation at the Forefront: Contextual and Mood-Based Advertising

Our leadership shines in contextual advertising, particularly within the podcast realm. We’re pioneers in introducing Comscore Predictive Audiences, leveraging our proprietary transcription technology to classify podcast content. This approach, combined with Comscore’s panelist consumption data, creates a content-to-content bridge that offers a nuanced view of listener preferences, setting a new standard in ad relevance without infringing on privacy.

Our Mood Targeting technology is another area where we’re breaking new ground. By understanding the emotional context of content, we enable advertisers to connect with audiences in a deeper, more meaningful way, enhancing trust and ad effectiveness.

Embracing New Technologies

Our commitment to innovation and privacy-respecting ad targeting methods remains steadfast, and there will be more to come from our ongoing work with Google’s Privacy Sandbox. Our efforts extend beyond technology to strengthen partnerships with major data vendors and industry bodies, ensuring a seamless transition to a post-cookie era.

Looking Ahead with Optimism

AdsWizz maintains its commitment to privacy-focused solutions as we navigate the evolving realm of digital audio advertising. We stand ready to tackle the challenges and seize the opportunities to help our clients engage with their target audiences effectively and responsibly.

We’re eager to hear from you! Contact us now to share your thoughts, questions, or insights. Let’s explore the future of audio advertising together!

by Maria Breza

Vice President, Audience Data Operations & Ad Quality Measurement at SXM Media and AdsWizz

and

Vice President, Customer Success at AdsWizz

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Check out this byline by Garrison Dua, VP of Demand, North America!

Brand marketers and advertisers are seeing tremendous growth in podcasts globally and want to scale their investments, but they are increasingly concerned their messages could become associated with programs and content not aligned with their brands.

Today’s advertisers are operating in a market with more opportunities than ever to amplify their brand, but they also have greater expectations of certain guarantees, such as brand safety, for their coveted ad spend.

You can understand why when you look at the size of the podcast advertising market: eMarketer predicts that US marketers will spend nearly $3 billion on podcast advertising by 2026, accounting for a third of all digital audio services ad spending.

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