Oath, the Verizon-owned advertising company, has just announced the addition of programmatic audio inventory to its Ad Platforms products.
Advertisers will be able to use the Ad Platforms DSP to target podcast and audio listeners. The inventory for Oath’s latest addition is being supplied by SoundCloud and Targetspot.
The addition of programmatic audio inventory rounds out Oath’s offering which already includes video as well as display ad units.
Because it is programmatic, that also means the company provides real-time targeting and bid management as part of the addition.
Although programmatic audio advertising represents still a small piece of the programmatic pie, it is becoming more attractive among marketers.
This is largely being fueled by more consumers listening to music on mobile apps. According to comScore, US mobile phone users spent 18% of their time on mobile apps listening to music.
Latest projections by the Interactive Advertising Bureau (IAB) suggest that audio advertising grew to $1.6 billion in 2017, up from $1.1 billion in 2016.
All in all, Oath may be onto something.