Globally, programmatic now dominates display ads, capturing nearly 90% of all spend in 2025 and accounting for more than 96% of new growth in the category. It also represents nearly three-quarters of connected TV buys.

Now advertisers are beginning to look for the same simplicity in podcasts. Podcasting, however, isn’t structured quite like display or TV. It’s more open, diverse, and wide-ranging, which can make programmatic podcast advertising a little more complex to scale. As a result, publishers may miss out on opportunities.

The encouraging news is that publishers who tailor their shows for programmatic buyers with better workflows and smarter adtech can unlock new revenue while preserving the authenticity that listeners value most.

The Promise of Programmatic Buying for Podcasts

The opportunity is clear. Programmatic buying allows advertisers to target by demographics, geography, context, or behavior, and to adjust campaigns in real time. That flexibility is now making its way into podcasting.

Take a brand aiming to reach new parents. With programmatic, ads can be delivered on parenting shows during the day, then shift to broader lifestyle podcasts in the evening. That kind of agility is exactly what advertisers want.

Podcast advertising in the US brought in $2.4 billion in 2024, up 26% from the year before. And the momentum isn’t stopping—revenues are on track to top $2.6 billion by 2026. The question isn’t whether to adopt programmatic anymore; it’s how fast publishers can move to seize the opportunity.

How AdsWizz Helps Publishers Scale

One of the biggest shifts for publishers has been the rise of supply-side platforms built specifically for audio. AdsWizz’s AudioMax SSP is an ideal example. It was the first SSP designed for audio, built more than a decade ago, long before most of the industry recognized the potential of programmatic audio. Instead of trying to adapt tools made for other media, AudioMax SSP gives publishers what they actually need: efficiency, insight, and control.

Efficiency is at the heart of AudioMax SSP. It connects seamlessly to every type of demand, including programmatic, direct, resellers, and marketplaces. It optimizes yield across all channels so that no inventory goes to waste and every impression reaches its full value. Insights come from transparent reporting that shows which campaigns perform best and which partners drive meaningful revenue. Control means managing the listening experience with precision, setting frequency caps, maintaining brand safety, and ensuring every ad fits the tone of the show.

For publishers, these are not abstract features. They are the real levers that make it possible to grow audio revenue intelligently while preserving the authenticity that makes podcasting so powerful.

Host-Read Ads

Enhanced adtech sets the stage for growth, but true success requires balancing automation with authenticity. 

Host-read ads remain one of podcasting’s secret weapons. They build trust, and listeners often treat a host’s recommendation like advice from a friend. It is no surprise that, according to Grand View Research, host-read ads accounted for more than 62% of podcast advertising revenue in 2024. But scaling them across shows and formats is not easy. That is where AdsWizz’s automated host-read ads offer a solution, blending the warmth of a host with the precision and targeting of programmatic tools.

Brand Safety

Brand safety in audio has two sides, and both are essential. For publishers, it’s about protecting the listener experience: keeping ads relevant, blocking sensitive IAB categories, and maintaining the tone that keeps audiences engaged. No one wants a jarring message breaking the flow of a show.

For advertisers, brand safety means something else entirely. It’s the confidence that every campaign is running in the right environment, that budgets are being spent on quality inventory with real value. This is where AdsWizz technology makes a difference. Every show in the ecosystem is scanned, transcribed, and categorized into brand-safe segments, giving advertisers the clarity they need to invest wisely and at scale.

By balancing both sides, AdsWizz helps publishers grow authentically and gives advertisers confidence that their messages reach the right audiences. In the end, brand safety comes down to trust, the foundation of a healthy audio ecosystem.

Programmatic Deal Types

Safeguarding the listener experience is only half the equation. To succeed with programmatic, publishers also need a clear view of how deal structures work. The type of deal shapes how much control publishers hold, how steady the revenue is, and how broad their base of potential advertisers can be.

There are four main deal types publishers should understand:

1. Programmatic guaranteed: A direct deal executed programmatically. Advertisers get guaranteed inventory and pricing while publishers reduce manual work. It combines the predictability of traditional direct deals with the automation and reporting benefits of programmatic.
2. Preferred deals: A fixed-price agreement where publishers offer inventory to selected advertisers before it goes to auction. There’s no guarantee of volume, but advertisers get priority access and publishers maintain price control.
3. Private marketplaces (PMPs): Invite-only auctions where publishers offer premium inventory to select buyers. They combine exclusivity with automation.
4. Marketplace auction: The broadest marketplace, where many demand sources compete for impressions in real time. It delivers scale but offers less control.

Building the Foundation for Monetization

Deal structures define how programmatic transactions work. But to translate those transactions into sustainable growth, publishers need a broader framework that brings all the pieces together. That’s where building the foundations for monetization comes in.

• Smarter supply paths: Choose curated, transparent marketplaces that prioritize quality and make it easier for advertisers to buy inventory with confidence.
• Balanced revenue strategy: AudioMax SSP connects with all major DSPs and optimizes audio supply across ad slots, break length, and feed data so programmatic, direct, and host-read deals work together seamlessly.
• Brand safety by design: Integrate safeguards like category blocking and frequency caps from the start.
• Education and enablement: Train internal teams and help advertisers access your inventory confidently.

Scaling Smarter, Earning More

Podcasting has always thrived on trust and intimacy. Programmatic advertising adds the scale and flexibility that publishers need to grow, without taking away the authenticity that makes the medium special. The real opportunity lies in combining both. Publishers who embrace programmatic as part of a balanced strategy will open new revenue streams, strengthen relationships with advertisers, and keep listeners coming back.

Connect with us now to grow revenue while keeping the podcast listening experience authentic!

by Jerome Camerlynck, Director of Product Management at AdsWizz

The post Scaling Podcast Revenue With Smarter Programmatic Strategies appeared first on AdsWizz.

Although podcast audiences have grown significantly, monetization has not always kept up at the same pace. Many publishers continue to encounter challenges such as unsold inventory, underperforming campaigns, and less-than-optimal revenue streams.

In this guide, we’ll explore proven podcast monetization strategies and show how AdsWizz’s advanced adtech solutions can help publishers maximize their ad inventory and grow revenue faster.

Why Today’s Podcast Monetization Still Has Gaps

The podcast ad market is booming, but many publishers still experience unfilled ad slots and missed revenue opportunities. The root causes often include fragmented delivery systems and a lack of real-time forecasting and reporting.

To unlock full revenue potential, publishers need to evolve beyond static sales models and adopt smarter, data-driven podcast ad monetization tools.

Smarter Planning for Maximum Monetization

Effective monetization begins with accurate forecasting. AdsWizz’s advanced Inventory and campaign forecasting tools help publishers accurately predict opportunity availability by syncing with each show’s release schedule.

When episodes are delayed, canceled, or released, forecasts automatically update to reflect the latest publishing plan and listener trends.

Equipped with tailored forecasts based on a podcast’s unique release cadence and traffic trends, publishers can plan campaigns more effectively, allocate inventory with precision, and fully capitalize on their monetization potential.

At the campaign level, publishers can:

• Forecast delivery for draft and active campaigns
• Identify additional impressions to boost revenue
• Simulate and apply optimized targeting and pacing

From Planning to Precision Targeting

Once inventory is forecasted with confidence, the next step is delivering it to the right audiences. AdsWizz offers a powerful suite of targeting solutions that help publishers increase relevance, reduce waste, and drive better campaign results.

• Audience segmentation: Enables publishers to reach listeners based on detailed demographics, interests, and behaviors using precise segmentation tools.
• Privacy-friendly demographic modeling: Through partners like NumberEight, publishers can target audiences by age or gender without relying on cookies or first-party data.
• Contextual targeting: Allows ads to be served in the most relevant context by aligning with episode topics, listeners’ interests, or content affinity. This goes beyond basic genre or language classification. More than 60% of AdsWizz targeting dimensions are contextual, according to internal data, helping publishers improve relevance while maintaining listener trust.
• Predictive Audiences: Leverages Comscore-powered personas to reach hundreds of audience segments based on real-world behaviors such as TV viewing, shopping intent, or automotive interest. AI-driven contextual matching places ads within episodes most relevant to each listener. This approach expands reach, improves discoverability, and drives stronger monetization across the catalog.

Predictive Pacing Improves Revenue Efficiency

Podcasts generate more inventory when a new episode is released, but that inventory declines over time. These fluctuations are hard to detect with standard pacing methods, often resulting in under or over-delivery.

To address this, predictive pacing uses real-time and historical listener data to continuously adjust campaign delivery. It aligns ad spend with actual listening behavior and ensures consistent impression delivery.

How Dynamic Ad Insertion (DAI) and Dynamic Creatives Boost Podcast Revenue Year-Round

Optimized delivery is just one piece of the podcast monetization puzzle. To fully capitalize on every episode, tools like (DAI) and dynamic creatives enable scalable, personalized ad experiences. These technologies help publishers boost delivery, enhance listener relevance, and maximize revenue across their entire catalog.

(DAI) is a game-changer for monetizing both new and archived podcast episodes. Instead of permanently embedding ads, DAI inserts targeted creative at the time of download, keeping content fresh and revenue flowing.

Dynamic Creatives take personalization further by generating ad variations in real time. Messaging adjusts based on listener context, driving higher engagement and better results. 

For example, a listener in New York on a rainy morning might hear, “Don’t let the rain stop your run. Grab our waterproof sneakers, available now in NYC,” while someone in sunny Los Angeles hears, “Step into the sunshine with our lightweight running shoes, available now in LA.” These real-time adjustments make ads more relevant and boost listener response.

Automated Host-Read Ads Combine Personalization and Scale

Host-read ads are trusted, authentic, and consistently effective—often driving 25% more spend than standard formats, according to AdsWizz’s internal metrics. But managing these campaigns at scale can be difficult.

With automated host-read ads, publishers can produce and deliver campaigns across multiple shows with a single brief. Once the host records and the creative is approved, the campaign launches within minutes—complete with targeting, tracking, and real-time measurement. It’s the perfect blend of credibility and operational efficiency.

Actionable Steps to Improve Podcast Monetization

Ready to optimize your ad inventory and grow podcast revenue? Here’s what publishers can do right now:

• Audit underperforming campaigns and refine their settings and targeting for optimal delivery
• Leverage DAI, dynamic creatives, contextual targeting, and automation tools
• Expand monetization beyond audio to social platforms and smart devices
• Partner with an adtech provider that offers end-to-end monetization solutions

With AdsWizz, you can unlock the full potential of your podcast business. From smarter targeting to real-time forecasting, our platform is designed to help publishers scale their revenue and stay competitive in a rapidly evolving industry.

Reach out today to learn how AdsWizz can help you monetize more, faster, and smarter.

by Nicoleta Vieru, Senior Staff Product Marketing Manager

The post How Publishers Can Maximize Podcast Revenue With Smarter Adtech appeared first on AdsWizz.

That’s what made our recent webinar, Future-Ready Strategies for Podcast Growth, so timely. We’re moving beyond simply monetizing podcasts. We are now focused on building the tools to do it smarter, faster, and more sustainably. 

Below are a few highlights, but be sure to check out the full webinar here.

Global Podcast Ad Growth Is Accelerating

Let’s talk numbers. Global podcast ad spend is projected to hit 2.55 billion dollars by 2025, and there are now more than 500 million global podcast listeners and 4.4 million active podcasts worldwide. Podcast advertising is growing ten times faster than radio, which tells us everything we need to know about where audience attention and ad budgets are headed.

This growth is exciting, but it also adds pressure. Monetization can no longer be one-dimensional. We need tools that reflect how podcasts are consumed today across formats, channels, and platforms.

Creators Are Driving the Future of Podcast Monetization

Podcast creators today are building media ecosystems, not just shows. One example we highlighted is Team Coco, which has 5.4 million monthly podcast downloads, 8.9 million YouTube subscribers, and a dedicated SiriusXM channel. Another is Alex Cooper, one of the top cultural voices today. She is growing her Unwell empire – not only through her signature Call Her Daddy podcast, but also an entire media network focused on creating content and experiences for Gen Z audiences. 

These are multi-platform brands built on podcasting. And, as podcasting becomes a multi-format experience, we are focused on building the adtech solutions that empower creators to grow and monetize across it all.

Podcast Monetization Tools to Increase Revenue in 2025

At AdsWizz, we are helping publishers and creators evolve with the market. In the webinar, we focused on four areas that unlock smarter monetization at scale.

Advanced Podcast Targeting

We’ve combined Comscore’s audience personas with behavioral signals from data platform NumberEight, unlocking access to over 300 unique audience profiles. This integration enables privacy-compliant, hyper-relevant ad delivery at scale.

Smarter Inventory Forecasting

Our enhanced forecasting tools support manual adjustments, episode-level forecasting, competitive separation, and frequency capping. This gives publishers more visibility into and control over available inventory. 

Automated Host-Read Ads

Host-read ads have always been powerful, but now they are scalable. Our streamlined workflow simplifies approvals, automates production, and enables real-time reporting so campaigns launch faster without losing quality.

Predictive Pacing for Podcast Campaigns

Predictive Pacing dynamically adjusts campaign delivery using live and historical data. It helps reduce over-delivery and under-performance while ensuring goals are met more efficiently. It is one of our most publisher-friendly upgrades.

Looking (And Listening) Ahead

Podcasting is changing fast. It is becoming more visual, more interactive, and more connected to the broader media landscape. At AdsWizz, we are helping creators and publishers stay ahead with smarter monetization tools and a future-ready infrastructure.

We know that supporting our creators and scaling monetization require tools that go beyond long-form RSS feeds and host-read creative. As an industry, we need to support omnichannel podcasting. This means a deeper investment in what we already excel in – audio, targeting, forecasting, delivery & reporting. And also, an investment in new areas such as workflows and automation related to video and social, and recommendations around what content to publish and how best to monetize.

Whether you are refining your strategy or preparing to scale, our team is here to support your growth!

Watch the entire webinar for more information here.

by Molly Ponzo, Vice President, Ad Product

The post How to Scale Podcast Monetization in 2025 with AdsWizz appeared first on AdsWizz.

Marsha, could you start by telling us about your journey into the world of audio adtech?

I began my career in audio with Powell Broadcasting, an independent radio group in Sioux City, Iowa, focusing on both traditional and digital radio ad placements. Over time, I transitioned into digital audio adtech and eventually joined AdsWizz, coming full circle from traditional radio sales to leading digital audio partnerships across North America.

What are the most significant shifts in audio advertising recently, and how are they impacting publishers?

The audio landscape has evolved dramatically, allowing listeners to access content anytime, anywhere, and across various devices—from connected TVs to wearables. This accessibility offers unique opportunities for advertisers, such as in podcasts, connected car audio, and in-game audio. However, it also brings challenges like the need for advanced fraud protection and aligning audio metrics with other media formats.

Can you describe the different tiers of publishers you work with and how their needs differ? 

We collaborate with a wide range of publishers, from traditional radio broadcasters to cutting-edge digital streaming apps. Each has distinctive needs—some focus on content creation and programmatic sales, while others aim to scale their direct sales efforts. At AdsWizz, we offer a flexible platform that tailors to these varying requirements, from hosting streams to managing sales and optimizing monetization strategies.

What are the primary obstacles to monetizing audio advertising, and what essential tactics should publishers employ to optimize their strategies?

A major challenge is aligning audio with other media formats like video and display ads, especially regarding metrics and capabilities. Publishers need to balance providing clear audience signals with respecting privacy regulations. Successful monetization requires understanding the particular characteristics of different audio environments and adapting strategies accordingly. We support publishers by offering comprehensive analytics and connecting them with diverse demand sources.

How do you view the integration of audio advertising within in-game experiences? What opportunities does this create for game publishers?

In-game audio advertising is an exciting new frontier that’s capturing the imagination of both advertisers and publishers. Audio integrates seamlessly into the gaming experience, offering a non-intrusive way to connect with audiences. This approach allows advertisers to tap into a highly engaged demographic that might be out of reach through traditional media channels. Additionally, it creates fresh revenue streams for publishers by providing targeted advertising opportunities within the immersive gaming environment.

Which metrics are the most crucial for publishers to gauge their success accurately?

Success metrics vary based on the goal. For audience growth, metrics like unique monthly users and stream counts are vital. For monetization, understanding ad consumption patterns—such as mobile versus in-car—provides valuable insights. AdsWizz’s platform offers a range of analytics to help publishers track these metrics and optimize their strategies.

Drawing from your insights, what recommendations do you have for publishers to improve their audio advertising monetization efforts?

Publishers should focus on leveraging their first-party data to enhance audience targeting while ensuring compliance with privacy policies. They should also consider diversifying their content offerings across different environments and devices to reach broader audiences. The best part is that AdsWizz provides crucial tools and support to navigate these complexities and maximize revenue.

What is AdsWizz focusing on in the next 6-12 months to support publishers?

We’re constantly pushing the boundaries of audio advertising, exploring exciting new possibilities like in-car and wearable technologies. We’re putting a strong emphasis on data—not just for enhancing audience insights but also for upholding strict data privacy standards. As we dive into burgeoning areas like podcasts and in-game audio, we’re opening up fresh monetization avenues for publishers. Our aim is to deliver holistic capabilities that support publishers in every aspect of their business.

The Future is Loud

My conversation with Marsha Fischer highlights the innovative drive behind AdsWizz’s mission. As we navigate the complexities of audio advertising, the potential ahead is immense. AdsWizz empowers publishers to experiment, refine their strategies, and ensure a seamless, relevant experience for listeners.

In the fast-paced world of marketing and business development, timing is everything. While many teams don’t always track their workflow this precisely, they can—and should—to gain an edge. By taking the time to calculate business days, they can better align campaign launches, client meetings, and deliverables with real-world timelines. This simple yet powerful habit helps transform abstract strategies into structured action plans. When teams understand not just what to do but when to do it, consistency and momentum naturally follow—two things that keep a business thriving long after the buzz of a new idea fades.

Unlock the full potential of your audio advertising strategy with AdsWizz’s innovative solutions and expert guidance—contact us today!

by Daniel Einhorn, Senior Manager, Content Marketing

The post Mastering the Complexities of Audio Advertising for Publishers appeared first on AdsWizz.

Did you miss us at Podcast Movement 2024? Connect with us now to learn more about our digital audio advertising solutions!

Stay tuned! Audio interviews from the AdsWizz-Simplecast booth coming soon.

The post Podcast Movement 2024 Recap appeared first on AdsWizz.

The post Podcast Movement 2023 Recap appeared first on AdsWizz.

One of the most innovative ways for brands to engage audiences is through the widespread consumer adoption of voice assistants.

• Reach across the U.S. population: U.S. voice-assistant users are projected to grow from 139.8 million in 2022 to 168.2 million by 2029, showing steady expansion of the voice audience.
• Regular usage: Among Americans 12+, 22% listened through a smart speaker in the last month and 18% in the last week, reflecting habitual voice engagement.
• Installed base for voice interaction: 35% of Americans 12+ own a smart speaker in 2025—an estimated 101 million people, offering a large, monetizable device footprint for voice ads.

Voice ads can transform how brands interact with people. Carefully crafted to immerse qualified leads, voice ads lift ad engagement and attention by delivering brand content to the right audience with more immersive yet organic interactions.

So, What Are Voice Ads?

Voice ads are an interactive ad format that facilitates engagement with your audience by starting a conversation they would use to interact with their digital assistant or smart speaker.

A voice ad includes a portion that prompts the listener to utter a particular reply to trigger a specific action (e.g., “Want to find out more about our offer? Say ‘Yes’ after the beep to visit our website”). If a listener says any predefined set of words/phrases during a time interval (the silence period) after the beep, one of four actions will be triggered visit a website, buy a coupon, call a phone number, or play the second part of the Voice Ad.

Voice ads make it possible to engage in a direct conversation with the listener and to target messages according to several criteria, such as time of day, weather, and geographical area. This format creates a memorable experience for listeners and conveys an effective way for advertisers to address multiple advertising objectives.

Voice interaction is gaining more traction and is incorporated into the programmatic audio space. When a digital dialogue starts, a genuine individual relationship with the listeners allows them to choose what transpires next, be it an audio message with more info or a redirect to an offer’s landing page.

What are the Benefits of Voice Ads for Publishers?

• Improve eCPM and revenue: Increase eCPM by attracting more advertisers and brands with innovative ad experiences that shorten the path to conversion.
• Safeguard the listener experience: Create a positive, personalized user listening experience, improving engagement and attention factors.
• Measure and optimize on a single platform: Monetize, measure, and optimize innovative ads on a unified platform with real-time reporting and forecasting.

What Are Some Best Practices for Me and Advertising Partners?

• Build a clear opening statement and concrete call-to-action for audio creative: A compelling voice ad opens on a theme that grabs the listener’s attention, introduces the problem, presents the solution, and ends with an irresistible call-to-action.
• Prepare listeners to interact with their phones or watches: Create expectations and do not deliver the entire creative until the listener’s interest has been confirmed (once they say “yes”). The listener controls the delivery of the voice ad or whether the ad will come to a trimmed stop.
• Craft your voice ads campaign with mobile audiences in mind: Voice ads enhance audio ad interactivity and target audiences who interact with their mobile and wearable devices. Making creatives and call-to-action mobile-specific is critical to using the right tools.
• Keep in mind the extended configurable listening response time and input words or phrases: Listeners can start replying within the configurable response time window upon hearing a “beep” sound. The creative can contain a “beep” sound and a silence period (Fixed listening window) or not.
• Trigger call-to-actions on the supported mobile devices: Voice ad interactions with mobile devices depend on the actions the listener can take as a result of a voice reply. Multiple words or phrases can be configured, separated by commas, and any of them will trigger the action if uttered. 
• Use the “place a call” action thoughtfully: If a campaign guides listeners toward placing a call, keep in mind the ring will not be automatically set. The phone/watch voice reply will lead to a prefill of the number, and listeners will have the option to call or cancel. 

Improve Interaction Rates, Engagement, and Attention Factors

Whether publishers want to reach listeners on their favorite players, voice ads deliver the right messages to the right audiences with persuasive and relevant conversations through advanced tools and tech that enrich the audio experience. 

• Click here if you are an AdsWizz partner and want to learn more about voice ads.
  
• Visit the Contact Us page if you are not an AdsWizz partner and want to get in touch with us.
  

by Daniel Einhorn, Senior Manager, Content Marketing

The post Voice Ads, a Primer for Publishers appeared first on AdsWizz.