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.

From presenting Infinite Dial UK 2025 with Edison Research to the incredible conversations across the floor, it was clear how quickly this industry is evolving. AdsWizz’s Rowan Hamil shared sharp insights during the Brands & Advertisers panel, and Anne Frisbie brought valuable perspective in Podcast Programmatic Buying: What’s Changed and Where the Future is Headed. For brands, agencies, and publishers, now is the time to act.

Want a glimpse of what it felt like to be there? Watch this highlight reel from our time at Podcast Show 2025.

Here’s what stood out to me and why it matters for where podcasting is going next.

1. Podcasting Has Moved Into the Mainstream

The Infinite Dial UK laid it out clearly. Nearly 90 percent of UK adults now know what a podcast is. More than 33 million people have listened to one. Crucially though, monthly podcast consumption has jumped from 41 percent to 51 percent since 2021.

That is not just growth. It is full adoption. Podcasting has gone from an emerging channel to a daily habit. The brands that still see it as experimental are missing the bigger picture. This is no longer a niche format. It is part of the mainstream media diet.

2. Programmatic Podcast Buying Is Already Here

During AdsWizz’s panel on the future of programmatic buying, I didn’t hear questions like “why programmatic” or “is this scalable.” I heard case studies, best practices, and smart discussions around optimization and audience targeting.

We are seeing programmatic become the norm, not the alternative. Advertisers are using dynamic creative and real-time signals to build campaigns that perform. At AdsWizz, we work with brands every day that want to pair innovation with control. That is exactly what programmatic offers.

3. Podcasts Are Becoming Visual and Changing the Game

Podcasts today are something you watch, share, and experience—not just listen to.

This one surprised a lot of people. Nearly half of UK podcast consumers now watch podcasts as well as listen. That means the podcast format is no longer just about audio. It is about storytelling across screens and platforms.

The smartest brands are thinking in visuals as well as voices. They are creating campaigns that live across audio feeds, video clips, and social platforms. That is where engagement is heading, and podcasting is meeting the moment.

4. Discovery Is Expanding Across More Channels

Podcast discovery used to be a top charts game, only through whichever App the listener used. Now it happens in the scroll, the feed, the inbox, and the friend group. It is nonlinear, unpredictable, and packed with potential. 

This means content needs to be built for adaptability. Can your show or your campaign stand out on social? Does your creative grab attention in six seconds? Are you present where listeners spend time? These are the questions that will shape how shows grow and how ads connect. But let’s not lose sight of the fact that podcasting is still very much an audio-first medium.

5. The Real Power Lies in the Data

Smarter data is turning audio from a content format into a business strategy. Pictured here: Ollie Chadwick, Regional Director, UK & Ireland at AdsWizz.

I kept hearing one theme at the show. Brands want to know what is working and why. It is not enough to launch campaigns. They want proof. They want insights. And they want action.

That is where podcasting shines when done right. At AdsWizz, we see what happens when brands use advanced analytics and attribution to shape smarter campaigns. Data turns podcasting from a creative channel into a strategic one.

Rowan Hamil’s panel underlined this shift toward outcomes-based audio advertising. She highlighted the growing adoption of contextual targeting, which now accounts for 60 percent of all targeting on AdsWizz. With technologies like AI-powered transcription and predictive audiences, advertisers can deliver more relevant messages without relying on intrusive tracking. Tools like Synthetic Voice Ads are also lowering barriers for small businesses to enter the space.

So, Where Do We Go From Here?

The Podcast Show London 2025 was more than a celebration. It was a signal. This industry is scaling up. The stories are getting bigger. The tech is getting smarter. The audience is growing deeper. For me, it confirmed that this is a space where creative and performance live side by side. Brands are becoming bolder. Listeners are more engaged than ever. And the opportunities are wide open.

I am proud that AdsWizz is not just showing up at this moment for podcasts. We are helping to shape it. If you’re thinking about what’s next for your brand in podcasting, the time to act is now. The future is already unfolding—and those who lead will define it.

• Curious about how your brand can run smarter podcast campaigns or tap into the power of programmatic audio? Let’s talk!
• Don’t forget to download The Infinite Dial UK 2025.

by Ollie Chadwick, Regional Director, UK & Ireland

The post The Podcast Show 2025: Five Shifts That Signal Where Podcasting Is Headed appeared first on AdsWizz.

Audio advertising is revolutionizing how brands connect with audiences. In 2025, this vibrant space continues to inspire marketers to move beyond traditional strategies and embrace its disruptive potential. With digital audio advertising spending in North America projected to hit $8 billion by 2028, the medium’s rapid expansion and influence are undeniable.

This momentum was exemplified at CES 2025, where AdsWizz and SiriusXM Media took center stage, showcasing the transformative potential of digital audio. By unveiling cutting-edge features and sharing groundbreaking insights on multicultural targeting, we’ve set new standards in innovation, engaging brands and publishers eager to thrive in a competitive landscape.

Anne Frisbie on Shaping the Future of Digital Audio

AdsWizz’s Head of Global Business Development, Anne Frisbie, joined host, James Kotecki in the CES Studio to dive into what makes digital audio so impactful today and how AdsWizz is shaping its future.

Check out this video for the full interview

Showcasing AdsWizz Innovations

AdsWizz unveiled innovations in its suite that are revolutionizing digital audio advertising—empowering brands to connect with diverse audiences, optimize programmatic demand, and ensure brand safety. Let’s explore how this cutting-edge adtech is shaping the future!

The Power of Multicultural Targeting

We highlighted the incredible potential of reaching multicultural audiences. Why? Because the impact is undeniable, with $5.6 trillion in spending power in the U.S. ready to be unlocked. 

• 78% of Black podcast listeners are more likely to buy a product advertised on a culturally relevant show
• 45% of Asian American listeners prefer ads that reflect their identity
• 76% of Hispanic listeners feel pride and empowerment when they see positive Latino representation in media

Predictive Audiences, powered by Comscore, revolutionizes multicultural targeting by enabling advanced segmentation rooted in behavioral and cultural relevance. This cutting-edge solution empowers brands to deliver tailored messages that truly resonate with diverse communities. Using privacy-friendly contextual signals, Comscore Predictive Audiences helps brands seamlessly target audiences by focusing on the content where they over-index, rather than relying on traditional identifiers. 

Whether reaching Asian, Black/African American, or Hispanic audiences, this partnership provides future-proof podcast targeting with access to over 300 audience segments across categories such as TV viewership, shopping habits, gaming behavior, location-based insights, and more.

AudioMax: Manage All Programmatic Demand in One Platform

With AudioMax SSP, AdsWizz brings publishers and podcasters a seamless way to take control of their programmatic ad inventory. This cutting-edge, audio-native SSP connects to 80% of global demand sources, consolidating and optimizing deals across DSPs, agency trading desks, and ad exchanges.¹ 

Publishers can maximize efficiency with tools that streamline yield strategies, block unwanted categories, and apply advanced frequency capping to improve the listener experience. Plus, the ability to preview multi-format ad creatives before approval ensures every campaign meets the highest standards. With AudioMax SSP, managing programmatic demand is not a challenge, but an opportunity for growth.

AudioMatic: Plan, Buy, Measure, and Optimize

AdsWizz’s AudioMatic DSP is not just a tool—it’s the ultimate partner for executing effective audio campaigns. Designed for agencies and brands, AudioMatic provides a single platform to plan, buy, measure, and optimize campaigns. From targeting audiences by behavior, language, and genre to leveraging predictive inventory forecasting, AudioMatic DSP ensures advertisers can connect with listeners in the most meaningful way. 

The platform simplifies access to premium inventory, making it easier than ever to deliver high-performing campaigns that align with advertiser goals. AudioMatic DSP takes the guesswork out of digital audio advertising, so advertisers can focus on reaching and engaging audiences.

Brand Safety: Protecting Reputations, One Ad at a Time

At AdsWizz, we understand that where ads appear is just as important as the message they convey. That’s why we also underscored our brand safety tools designed to protect brands from being associated with harmful or misaligned content, safeguarding their integrity and reputation.

Our advanced features allow advertisers to block specific audience categories, publishers, IAB content segments, or topics, ensuring precise alignment with their values and target audiences. With AI transcription technology, advertisers gain deep insights into podcast content, while Invalid Traffic Filtering (IVT), powered by our partnership with HUMAN Security, ensures campaigns reach real people—not bots.

Looking Ahead

At CES 2025, AdsWizz reaffirmed our commitment to shaping the future of digital audio advertising. Through groundbreaking innovations in multicultural targeting, programmatic solutions, and brand safety, we’re empowering brands and publishers to connect with audiences like never before.

• Ready to amplify your audio strategy? Contact us today to discover how our platforms can elevate your campaigns!
• Also take a look at this recap of CES 2025, shared from the perspective of our sister company, SiriusXM Media!
• That’s not it! Check out some cool pics from the SiriusXM experience at CES 2025 below!

¹AdsWizz Internal Data as of March 2024.

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Key Takeaways

Scalability and Simplified Activation Through Programmatic Buying

Scaling direct, host-read podcast ads has traditionally been challenging, but programmatic solutions now offer audience-based buys that increase reach and efficiency while preserving the personalized touch. This technology also simplifies activation, allowing advertisers to quickly launch campaigns and integrate podcast ads into broader media strategies for maximum impact.

Ensuring Brand Safety

Brand safety concerns are being addressed through AI-powered contextual targeting and third-party verification from partners like Comscore. This technology ensures advertisers can confidently place ads without worrying about inappropriate content.

Measurable Results and Performance

Podcast ads are proven to deliver exceptional performance, with conversion rates 2x better and click-through rates 6x higher than traditional display ads. Tools like AudioPixel provide sophisticated tracking for measuring brand lift, foot traffic, and overall campaign success.

Podcasts Complement Other Media

Podcast ads complement other media channels, especially when combined with social media and Connected TV (CTV). This integrated approach drives higher recall and message association, significantly boosting campaign effectiveness.

Did You Miss Us at the MediaPost Planning and Buying Insider Summit? 

In conclusion, the MediaPost Planning & Buying Insider Summit highlighted the growing impact of podcast advertising. With high engagement, scalable programmatic solutions, and strong brand safety measures, podcasts are an effective channel for reaching audiences. AdsWizz showcased how its tools simplify ad activation and boost performance, making podcasts essential in future media planning.

• Here are the slides we presented for your reference. 
• Ready to take your advertising to the next level? Contact us to discover how AdsWizz can expand your digital audio presence!
  

by 

Robyn Meyers, Vice President, Programmatic and Marketplace Partnerships 

and

Dave Sosson, Senior Manager, Business Development, Programmatic Demand

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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.

The Future of Audio Europe 2023 – The Great Debate: The Number One Action That Will Ignite Audio

During the 45-minute panel, audio leaders Omar Oakes, Rak Patel, Michelle Sarpong, our very own Ollie Chadwick, and Jackie Lyons discussed the three steps to enhance audio’s presence on media plans by addressing key industry challenges. The conversation highlighted the opportunities and obstacles within the audio industry, setting the stage for future collaborations and advancements that would benefit media plans.

The topics covered encompassed simplifying and standardizing audio buying, cross-media measurement potential, programmatic trustworthiness in digital audio, discoverability in the streaming age, environmental and social impact considerations, the influence of the cost-of-living crisis, preserving broadcaster-audience relationships, transitioning to DAB for advertising sales and improved listener experience, consistent media spend decisions across Europe, and fostering industry growth.

The Future of Audio Europe 2023 – Brand Safety Considerations for Digital Audio

Ella Sagar from The Media Leader and our own Brieuc Verwilghen discussed strategies for building connections with loyal podcast listeners, emphasizing high-quality content, authenticity, and community-building. They also highlighted the importance of engaging with listeners to cultivate loyalty and strengthen the listener-host relationship.

Additionally, they outlined the need for brands to navigate the digital audio landscape confidently, promoting products while maintaining brand safety and integrity. By prioritizing transparency, authenticity, accountability for content, and partnering with creators whose values align with their target audience, brands can establish and maintain consumer trust, leveraging podcasting’s potential to reach a highly targeted audience.

Want to learn more about audio, podcasting, or brand safety? Visit the Contact Us page.

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