As listener numbers surge, brands are investing in smarter ways to connect. Enter programmatic podcast advertising, a scalable, data-driven approach to reaching targeted audiences across thousands of shows.

The old model of slow negotiations, broad ad placements, and limited targeting is quickly fading. With programmatic buying, ad delivery is automated, performance is measurable, and campaigns are optimized for real results.

Why Programmatic Ads Are Changing Podcasting

More listening creates more opportunity, but also adds complexity. With countless shows, audiences, and platforms, how can advertisers scale without losing control?

That’s where programmatic podcast ads shine. Using modern adtech and data, brands can buy ads automatically through demand-side platforms (DSPs) and podcast marketplaces. The result: better targeting, real-time optimization, and reduced waste.

Programmatic podcast advertising helps marketers:

• Target by geography, time, listener behavior, or context
• Reach audiences at scale without manual ad placement
• Measure campaign success and adjust quickly

What Brands Should Know Before Going Programmatic

While the benefits of programmatic podcast advertising are compelling, it’s helpful to approach it with thoughtful planning. Success still depends on having the right setup, reliable data, and creative flexibility. 

Listener attention can vary, and some may skip ads, so keeping messages relevant and engaging is key. Privacy is also an essential consideration. A well-designed strategy should include data protection and compliance from the start.

The good news? With the right tools and a clear approach, these considerations are entirely manageable and often lead to stronger, more effective campaigns.

Deliver Fresh, Relevant Ads With Dynamic Ad Insertion

One of the most powerful tools in podcast adtech is dynamic ad insertion (DAI). Unlike traditional ads that are permanently stitched into episodes, DAI inserts ads at the moment a listener downloads. 

This flexibility helps keep ads fresh and makes your message more relevant over time. It also enables you to tailor ads based on factors like location, time of day, device type, and even weather conditions.

Dynamic Creatives: Smarter, More Personalized Ads

Take it a step further with dynamic creatives. This approach generates multiple versions of an ad and automatically delivers the most relevant one in real time. The message adapts to the listener’s context, helping boost engagement and reduce ad fatigue.

For example, a fast-food chain might serve a breakfast deal to a listener in New York at 8:00 AM. That same brand could promote a late-night combo to someone in Los Angeles at 11:00 PM.

Programmatic Podcast Ads Deliver on Three Fronts

• Efficiency: Automated buying means less time managing deals and more time focusing on strategy. No more wasted impressions.
• Scalability: Reach millions of listeners across thousands of shows without negotiating one-by-one with publishers.
• Flexibility: Adjust campaigns based on real-time data. Pause, optimize, or swap creative assets instantly.

How to Get Started With Programmatic Podcast Advertising

Thinking about diving into programmatic podcast ads? Here are a few practical steps to help you get started:

1. Audit your current strategy: Is it flexible, personalized, and efficient enough for today’s fast-moving audio landscape?
2. Invest in quality data: Clean, actionable audience insights are the foundation of any high-performing campaign.
3. Experiment with DAI and Dynamic creatives: Test different creative variations and targeting options to find what resonates with your audience.
4. Start small and scale: Launch a pilot campaign to get familiar with the tools, then expand based on what works.
5. Talk to an audio adtech expert: See how AdsWizz can help streamline your workflow and maximize your podcast ad performance.

Choosing the Right Podcast Advertising Platform

Not all programmatic platforms are created equal. When evaluating your options, prioritize solutions that offer:

• Access to premium inventory across major podcast networks
• Granular audience targeting to reach the right listeners
• Reliable attribution and analytics to measure performance
• Privacy-first design to ensure compliance and build listener trust

At AdsWizz, we’ve been pioneering digital audio innovation since 2008. Our platform empowers marketers to deliver personalized, scalable, and compliant podcast campaigns that drive real results. Whether you’re new to podcast advertising or looking to take your strategy to the next level, AdsWizz is your partner in unlocking the full potential of audio. Let’s build something great together.

Reach out to us today.

by Daniel Einhorn, Senior Manager, Content Marketing

The post How to Scale Your Podcast Ads With Programmatic Advertising appeared first on AdsWizz.

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

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

State of the Union

 

Digital Audio Market Trends

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

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

How Digital Audio Supercharges Multichannel Marketing

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

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

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

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

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

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

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

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

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

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

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

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

Digital Evolution Between Podcasts and New Audio Ecosystems

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

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

Measuring Audio’s Real Impact: Brand Lift & Attribution

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

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

Navigating the Sonic Identity Space

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

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

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

Reflecting on AdsWizz Audio Days Milan 2025

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

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

by Aimi Knowling, Senior Manager, Sales Marketing

What’s Next?

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

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