As presenters for AdsWizz, we took things a step further this year. It wasn’t just about getting people excited about buying audio. We showed how brands can unlock their full potential by buying programmatically.

Audio Is Everywhere and It’s Deeply Personal

One of the most powerful things about audio is how effortlessly it fits into everyday life. Whether it’s a morning news briefing, an evening podcast, or a workout playlist, audio is there throughout the day. It doesn’t interrupt or compete for attention—it just fits naturally.

That presence gives brands a unique opportunity to engage with people in personal, meaningful ways. You’re not forcing a message into a scroll. You’re entering a space where people are actively listening, and in the case of podcasts, where they are leaned in and open to suggestions or learning about something new.

During our presentation, we shared a few data points that stood out:

• 70% of people in the UK listen to digital audio weekly
• Digital audio reach has grown 43% since 2018
• The average listener spends 2 hours and 34 minutes a day with digital audio

Despite high levels of engagement, audio still lags behind other media channels when it comes to ad spend. It makes up 21.4% of media time but receives only 9% of digital ad budgets. That gap points to a clear opportunity. Buying audio programmatically is one of the smartest and most efficient ways to close it.

The Value of Programmatic Audio

We focused our session on how programmatic advertising brings efficiency, flexibility, and smarter targeting to the audio space. It’s more than automating delivery, it’s about elevating the entire campaign experience for both brands and listeners. When used effectively, programmatic audio gives advertisers a way to connect in ways that are timely and relevant, without disrupting the listening experience.

The advantages are clear:

• Targeting based on real-time behavior, context of the podcast the listener is tuning in to, and demographics like age/gender
• Optimization throughout the campaign based on performance insights
• Delivery across streaming music, podcasts, and digital radio
• You leverage Dynamic Creative Optimization (DCO) to personalize messages to fit the moment and format

Bringing It to Life With Bwin

To illustrate how this all works in practice, we shared a recent case study in partnership with Bwin, a leading sports betting brand. The objective was to boost brand recognition among podcast listeners in Germany during the Euros. 

Our team used programmatic tools to target people who regularly tuned into sports podcasts, as well as any podcast that was talking about the Euros, whether it be a news or comedy or sports podcast. The ads featured upbeat music, clear messaging, and repeated brand mentions, all tailored to resonate with Bwin’s audience. This campaign showed that with the right mix of creative, context, and targeting, audio can deliver strong, measurable impact.

The results were significant:

• A 20-point lift in brand awareness across the exposed audience
• A 15-point lift among individuals who regularly attend live sporting events

What We Heard on the Ground

After our session, audience members came up to continue the conversation, making it clear that audio is earning a bigger seat at the table in media strategy discussions.

Several themes came up repeatedly:

• Surprise at how advanced programmatic audio has become
• Curiosity around scaling campaigns across multiple markets
• Interest in new creative formats and smarter measurement models

What Comes Next

The future of audio is already here. With engaged listeners and proven technology, brands are ready to create more meaningful experiences. We’re proud that AdsWizz is helping lead the way, as both a sponsor of this event and a trusted partner to those shaping what comes next. Thank you to everyone who joined us. We’re excited to keep the conversation going.

Ready to take your audio strategy to the next level? Reach out to our team to explore how programmatic audio can elevate your campaigns.

by Lindsay Lynch & Rowan Hamill, Business Development Directors

The post Tuning Into Tomorrow: Reflections on The Future of Audio and Entertainment 2025 appeared first on AdsWizz.

AdsWizz’s Approach to Product Development and Innovation

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

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

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

Recent Innovations at AdsWizz

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

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

The Power of Collaboration in Growing Digital Audio Monetization

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

AdsWizz by the Numbers

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

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

Market Trends and Predictions

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

Media Consumption is Changing

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

Privacy at the Forefront

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

A New Era

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

On AI’s Critical Role in Digital Audio Advertising

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

Maximizing Publisher Success in the Programmatic Audio Revolution

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

The Current Climate

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

What’s Driving Programmatic Growth?

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

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

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

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

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

On the Power of Audio

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

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

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

New Features for Expanding Podcasts

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

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

AdsWizz is Ioneering the Future of Audio

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

On the Podcast Audience Shift

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

Maximizing Monetization: Strategies for Podcast Success

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

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

On Audio as a Competitive Advertising Channel

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

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

   
Jason Bauer                                                             Rob Quintiliani

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

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

On the Rapid Evolution of Advertising Technology

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

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

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

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

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

We’re Not Done

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

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To address this, AdsWizz is proud to announce cutting-edge enhancements to its podcast advertising capabilities through a partnership with pioneering ID-less data firm NumberEight. These advancements will enable highly targeted, privacy-compliant ads that redefine how advertisers connect with podcast audiences.

Why This Partnership Matters

Traditional podcast advertising relies heavily on IP-based or authenticated traffic data, leading to privacy challenges and limitations in demographic accuracy. While IP addresses can match household-level data, they are unreliable for individual-specific insights, such as age or gender. NumberEight addresses this with a privacy-friendly, ID-less approach that uses anonymized contextual data and machine learning to deliver precise demographic insights free from exchanging personally identifiable information (PII) or compromising personal privacy.

“As privacy standards evolve, our partnership with NumberEight allows us to redefine how advertisers connect with audiences—balancing precision and privacy,” says Anne Frisbie, SVP of Global Business Development at AdsWizz. “This collaboration sets a new standard for improved audience engagement in podcast advertising.”

How It Works (and Why It’s Better than the Rest)

NumberEight’s solution utilizes RSS feed data from publishers, predicting audience demographics without relying on traditional identity signals. Instead, NumberEight uses anonymized first-party data sources from direct integrations with apps, census datasets, and data modeling. This privacy-friendly approach leverages machine learning to safeguard user privacy while providing reliable insights—ensuring that advertisers can effectively reach the right audiences at scale without geographical constraints.

Key Benefits

• Advertisers – Reach new podcast audience segments with unprecedented scale, enhancing campaign impact and precision while maintaining privacy compliance.
• Publishers and Inventory Sellers – Increase monetization by integrating enhanced demographic data, boosting the value of podcast inventory across platforms like AudioMax and AudioServe.
• Podcast Networks – Boost programmatic sales and make inventory more appealing to advertisers by offering comprehensive demographic insights, all while adhering to strict privacy standards.

Seamless Integration with AdsWizz Platforms

NumberEight’s technology is fully integrated with our real-time data aggregation and enrichment solution called Sonar Demographics, available in the AdsWizz product suite, including AudioServe Campaign Manager, AudioMatic DSP, AudioMax SSP, and Simplecast by AdsWizz (Professional Tier). This seamless integration means that podcast content creators, resellers, and advertisers can effortlessly access demographic insights without additional implementation.

Abhishek Sen, CEO & Co-Founder at NumberEight, says: “Podcast advertising has been notoriously difficult for a long time – platform fragmentation, lack of reliable and scalable targeting data, privacy regulations, and more. This partnership with AdsWizz finally tilts this balance by leveraging the latest in cross-domain AI to give advertisers the ability to deliver highly personalized messages while upholding the highest standards of privacy and compliance.”

Shaping the Future of Podcast Advertising with Privacy-Friendly Innovation

By filling the gaps in PII and focusing on anonymized contextual data, AdsWizz and NumberEight are setting a new standard for podcast advertising—enabling effective audience targeting while adhering to privacy standards.

Ready to elevate your podcast advertising, expand reach, and boost performance? Contact us today to get started!

If you’re an existing customer, check our AdsWizz knowledge base for more details.

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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.

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