Simplify Programmatic Buys: How Audio Delivers Flexibility

Is programmatic buying more complicated than it needs to be? In a world of fragmentation, proprietary solutions, and walled gardens, we’re simplifying programmatic audio to fit your strategy (and make your buys easier).

The Challenge: Publishers Are Changing Their Sell-side Strategy

The goal of programmatic advertising was to create a simplified, easy way to view your media holistically while pulling different levers to make optimizations on both a macro and granular scale. As programmatic buying evolved, companies have taken a walled garden approach, creating proprietary self-serve buying platforms and making buyers log into various, disconnected platforms—taking away the buy-side control and forcing buyers to accommodate the sell-side/publisher set up.

The Solution: Simplify Programmatic by Making Automation the Priority

You pick your DSP, transaction type, inventory type, and measurement vendor, and we bring our listeners.

To remain authentic to the original goal of programmatic, we’ve taken the opposite approach. We’ve created a turnkey, accessible way to add audio to your omnichannel buys, providing access to premium inventory with your preferred DSP through your preferred buying method. While everyone is staking their claim in siloed industry solutions, we are interoperable with a variety of independent vendors to ensure we fit your buying tactics. 

We know programmatic buyers are looking to simplify and automate buying, with the ability to optimize and report on their media holistically. Publishers that require certain DSPs, publisher-preferred measurement vendors, or even specific transaction types (PG) eliminate a lot of the benefits of programmatic. We’ve taken the extra steps to integrate with all major (and many smaller DSPs) because separating your buy into channel-specific tools makes it more cumbersome to track success. 

Our Strategy Is Your Strategy

We know some advertisers like to lock in budgets while others prefer the flexibility of real-time allocations, which is why we make our inventory available through preferred deals, private auction, and programmatic guarantees. Our deal enhancements—including measurement studies, creative services, and live event marketing—are available regardless of your transaction type. 

We integrate with more industry partners (instead of fewer), allowing you to measure our inventory alongside other channels. We’re confident that when you stack us against CTV, OLV, FEP, and every other TLA (three-letter acronym) in the business, our audio inventory will perform well enough to earn our fair share of marketing budgets. 

We built our strategy with the awareness that buying media via DSP is the foundation of programmatic—expanding upon and enhancing our audio capabilities by providing holistic reporting and optimization opportunities.

DSPs Expand on and Enhance Capabilities

Leveraging a DSP gives you the ability to:

• Measure campaigns across multiple publishers and channels to understand performance at micro and macro levels

• Manage frequency across channels and publishers to hit optimal holistic reach and frequency per user. 

• Use measurement results to make performance-based optimizations in real time across channels and within the purchase funnel.

• Apply third party, CRM, or other data within your DSP across publishers.

Our DSP partners, like Yahoo, are leaning into audio-specific tools, such as rethinking identity management and developing podcast-specific content reporting. This will help drive advertiser reach across leading podcast publishers through seamless activation and incorporation of podcasts into omnichannel buys.

Make Programmatic Simple: Buy with Us

By committing to interoperability, we’re bringing audio to an already thriving marketplace, meeting advertiser needs and delivering solutions, instead of adding to ad tech complexity. Brands are able to pick the DSPs, measurement vendors and data providers that work for their business and apply those to the largest ad-supported audio inventory source in the US. 

Let’s break down the walls together.

Learn More About Programmatic Audio