Why programmatic audio should be part of your media strategy

Programmatic audio seems like it’s moving at the speed of sound. We're witnessing unprecedented momentum, and we're just getting started.

Just look at adoption in France. According to AdsWizz’s internal data, over 80% of digital audio ads in France are now bought programmatically, clearly demonstrating the rapid acceleration of this technology. 

Digital audio seamlessly integrates into our daily lives, whether we are engaging with podcasts, curated playlists, streaming radio or smart speakers. For example, across Europe, approximately 149.7 million people actively use music streaming services, achieving a regional penetration rate of 17.6%.

As programmatic audio becomes central to the digital landscape, its unique benefits are reshaping how brands connect with audiences.

The programmatic advantage

Programmatic audio opens the door to smarter, faster, and more precise ads across every major audio touchpoint while preserving both listener experience and campaign performance. Here’s what makes it so powerful:

• Access to premium inventory across formats and devices
• Advanced targeting by mood, behaviour, location and more
• Real-time optimisation of delivery, frequency and pacing
• Unified measurement and attribution tools
• Privacy-friendly audience engagement at scale

Most importantly, all of this happens without disrupting the listener experience. Audio ads gain precision and accountability while audiences enjoy seamless, relevant content. This balance of performance and experience delivers unique advantages for both sides of the audio ecosystem.

For advertisers

Programmatic audio offers a powerful combination of reach, efficiency and control. Through demand-side platforms and marketplaces, advertisers can easily run unified campaigns across podcasts and streaming services. This cross-format approach enables rapid scaling while allowing for tailored messaging based on specific audiences and listening environments.

For publishers

By moving from direct sales models to programmatic ones, publishers can grow their audiences across multiple channels. With access to advanced tools, they can also maximise revenue as more premium and diverse inventory becomes available to advertisers.

Embrace the future with programmatic audio

The future of audio advertising is already taking shape, with programmatic at its core.

As audiences grow and technology evolves, brands that move now will gain an exceptional edge. This is the moment to connect with listeners in authentic ways when attention is highest.

There’s no need to wait. Test bold formats, explore smarter targeting, and embrace the innovation transforming the audio landscape. Programmatic audio isn’t just a smart addition to a media mix - it’s the competitive edge. Step in. Speak up. Stay ahead.