For publishers, that makes this a pivotal moment. Those who can demonstrate audio’s full impact have a chance to reset perceptions and capture a larger share of ad budgets.

A Measurement Reckoning

According to Edison Research’s Share of Ear, Q2 2025, Americans spend about four hours each day with audio. Yet audio continues to receive a disproportionately small share of ad budgets. eMarketer reports that audio accounts for 21% of media time but just 4.5% of total media investment.

Without better measurement tools, publishers risk seeing the medium remain undervalued in an environment where advertisers increasingly demand proof of impact. This growing demand for accountability has set the stage for a new marketing model that bridges the gap between reach and results.

Why Brandformance Matters

Brandformance combines the emotional pull of brand advertising with the accountability of performance marketing. Marketers are moving past the old divide between brand and performance. They’re embracing this hybrid model, which ties long-term brand-building to measurable outcomes.

In short, brandformance means campaigns should not only build recognition but also prompt measurable action. Oxford Road’s Q1 2025 study, The Sound of Growth, found that audio advertising drives an average of 18% of branded search volume, with some brands seeing the number climb above 40% when campaigns are sustained.

In today’s environment of stricter privacy rules and rising consumer expectations, this dual focus is essential. Only measurement that captures both brand impact and direct response can show audio’s full potential. In other words, brandformance proves that what builds your brand can also drive your business, and audio is uniquely positioned to deliver both.

Audio’s Unique Fit

Audio is particularly well-suited to this approach. Its immersive quality allows advertisers to build emotional connections, while its flexibility enables clear calls to action. Nielsen podcast brand lift studies have shown that audio ads can improve brand recommendation by +6%.

For publishers, positioning audio within this full-funnel context is essential. Demonstrating how campaigns build brands while also driving measurable actions strengthens credibility and deepens advertiser trust.

Resetting the Measurement Stack

Meeting this moment requires more than a new mindset. Publishers need systems that link listening to results—without compromising privacy.

Advances in attribution are helping publishers close the loop between audio exposure and listener action. AdsWizz’s AudioPixel allows advertisers to measure performance in real time within an audio-first environment.

AdsWizz has also developed formats like ShakeMe, which lets listeners interact with an ad by shaking their device, making engagement trackable even without on-screen interaction. Another feature, Second Screen, links audio ads with display campaigns by targeting listeners on the same device or within the same household (where allowed). This reinforces messaging and improves response rates.

Together, these tools show how audio is evolving from a medium long associated with reach and awareness to one that delivers clear, measurable outcomes across the funnel.

Protecting Privacy Provides an Advantage

The advertising industry has spent the past few years adjusting to regulations like GDPR in Europe and CCPA in California. At the same time, consumers have become more aware of how their data is collected and used.

For publishers, acknowledging this shift can often be a strength rather than a setback. Privacy-supportive approaches such as Comscore Predictive Audiences, offered through AdsWizz, make it possible to reach aggregated, contextual audience segments defined predictively from consumption patterns rather than relying on individual-level data. This allows advertisers to stay data-driven while fully respecting privacy requirements. By demonstrating the ability to combine meaningful audience insights with privacy protection, publishers can unlock premium budgets and foster long-term advertiser relationships.

What Publishers Should Do Now

The opportunity is real, but it demands decisive action. Publishers that move now can close the measurement gap and position audio as a core, results-driven channel within the media mix.

Publishers looking to lead the reset should:

1. Audit existing measurement practices and identify gaps
2. Invest in attribution systems that connect listening to actions
3. Educate advertisers about audio’s evolving measurement capabilities
4. Partner with a tech platform (such as AdsWizz) that provides transparent tools and works seamlessly within regulatory requirements

Redefining Audio Advertising Through Brandformance

The measurement reset is redefining what success looks like in the audio era. For too long, this medium has been judged by outdated standards that fail to capture its full impact. With brandformance as the guiding framework and modern tools to back it up, publishers can demonstrate that audio drives both brand power and business results.

Those who embrace this shift will not only secure more investment today, but they will shape the next generation of audio advertising built on accountability, creativity, and growth.

This is the moment for publishers and advertisers to work together to prove audio’s full impact.

Reach out today to learn how we can partner on building measurement solutions that prove audio’s full impact.

by Alexandra Ilie, Senior Product Marketing Manager

The post The Great Measurement Reset: Audio’s Brandformance Moment appeared first on AdsWizz.

Since the early days of radio, audio has enabled brands to connect with audiences in a cost-effective and high-impact way. Today, that impact is growing quickly. According to The Infinite Dial 2025 by Edison Research, 79% of Americans aged 12 and older, an estimated 228 million people, now listen to online audio every month.

But just because audio is accessible does not mean it is simple. Brands still have a lot to figure out:

• Where is our audience?
• Are they into music, podcasts, or live radio?
• Which shows and genres do they follow?
• What platforms reach them best?
• Can we produce creative that cuts through the noise?
• How do we track and support the campaign across the funnel?

The good news is that today’s tools make this process easier and more effective. Thanks to automation and personalization, businesses of all sizes can now build smarter audio campaigns more efficiently. If you are ready to drive results and scale your brand, here is how to transform your audio advertising strategy.

Why Automation Is a Game-Changer for Audio Ads

Privacy laws are changing quickly, and digital platforms continue to evolve. For many brands—especially small and mid-sized businesses—keeping up can feel overwhelming.

Automation does more than help marketers just stay ahead. It gives them the ability to target specific audiences using secure, privacy-compliant data. Just as importantly, it simplifies and speeds up campaign execution.

By using anonymized first-party data and predictive audience modeling, automation delivers messages directly to the right people. No waste. No guesswork. Just smarter ad spend and better listener experiences.

Innovative Audio Adtech: Speed Meets Precision

Modern audio adtech takes this a step further by enabling real-time adjustments based on listener behavior. As audiences engage with content, automated tools analyze live data and serve the most relevant version of each ad. Every impression becomes more effective, helping you reach the right listener at the right moment.

Real-World Wins With Synthetic Voice Ads

Here is where Synthetic Voice Ads make a big impact. This technology lets you update your audio creative in minutes instead of days. No studio time, no rescheduling, and no delays. You stay agile and responsive.

Let’s say you are promoting an event, but your venue is not confirmed yet. A week later, the weather forces you to relocate. In the past, you would need to re-record your voiceover. That means extra time and cost.

With Synthetic Voice Ads, you can update details instantly and keep your campaign live. This flexibility matters for local businesses, too. A sports bar can promote watch parties before a playoff game, then switch to a championship celebration ad in minutes. Synthetic Voice Ads make it possible to react in real time without missing a beat.

Optimization That Adapts to the Moment

Reaching your ideal listener isn’t just about age or interests—it’s about the moment.

AudioMatic DSP, AdsWizz’s demand-side solution, uses real-time contextual signals such as time of day, device type, and content category to serve ads when listeners are most engaged. Whether someone is commuting, working out, or relaxing at home, AudioMatic ensures your message fits the moment.

Now, paired with Dynamic ad insertion (DAI), ads can be seamlessly delivered into audio content streams in real time. This makes sure each impression is relevant, timely, and aligned with listener behavior.

Personalization That Drives Engagement

Did you know that 70% of Americans age 12 and older have listened to a podcast? That kind of scale creates huge opportunities for meaningful, personalized engagement.

With AdsWizz’s dynamic creatives, brands can automatically tailor ads based on listener context—such as location, weather, device, or content type. A single creative can adjust to fit a listener in New York on a rainy afternoon or someone in Phoenix on a sunny morning.

But personalization alone is not enough. You also need to measure what is working and respond in real time. When your audio ad reflects someone’s real-world experience, it creates a moment of relevance.

That is where AudioPixel comes in. It connects ad impressions to real listener actions like website visits and purchases. This closed-loop attribution helps you continuously improve both your creative and your media strategy based on actual outcomes.

Your Next Step in Audio Advertising Starts Here

AdsWizz is leading the evolution of audio advertising by combining automation, personalization, and real-time data to help brands connect more effectively with their audiences. With over 16 billion targeted impressions delivered each month and deep insight into millions of podcast episodes, AdsWizz gives marketers the tools to build smarter, faster, and more responsive campaigns.

Ready to cut through the noise, amplify your reach, and spark real results? Let’s build a campaign that delivers. Contact us today.

by Ionuț Buhă, Staff Product Manager

The post Transform Your Audio Advertising With Automation and Personalization 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.

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.