Programmatic Audio Advertising Solutions

Digital audio advertising refers to the practice of delivering audio-based advertisements through digital platforms, such as streaming music services, internet radio and podcasts. It allows advertisers to reach and engage with audiences while they are listening to audio content. Digital audio ads can be personalized, targeted and dynamically inserted to ensure relevant messaging and maximize impact.

Digital audio advertising works by delivering audio-based advertisements through digital platforms, such as streaming music services or podcasts. Advertisers can use various targeting methods, such as demographic, geographic and behavioral targeting, to reach the desired audience. The ads can be inserted at predetermined times or dynamically inserted based on user behavior, providing a seamless and personalized listening experience.

Digital audio advertising offers several benefits, including the ability to reach audiences during ad-supported premium content. With the increasing popularity of audio platforms and smart speakers, brands have the opportunity to engage with listeners in different contexts and moments throughout their day. Additionally, digital audio advertising can deliver immersive and engaging experiences with fewer screen-related distractions, allowing listeners to focus on the message.

Audio represents a massive opportunity for brands to connect with consumers while they’re tuning into content they are passionate about. Viant’s DSP software capabilities enable advertisers to reach engaged consumers with relevant data partners and the right content across more than 90% of available streaming audio and podcast programmatic inventory. This data-driven approach to digital audio advertising helps eliminate ad waste, provides creativity flexibility and can complement TV (both linear and CTV) campaigns.

Programmatic audio advertising automates the buying and placement of audio ads across digital streaming platforms like Spotify, Pandora, and iHeartRadio. Unlike traditional radio ads, which are bought manually and broadcast to a general audience, programmatic audio allows advertisers to target specific demographics, behaviors, and locations in real time—using data to deliver more personalized and measurable campaigns.

Digital audio advertising can be more effective than traditional radio because it enables greater targeting precision, dynamic creative, and real-time campaign optimization. Programmatic audio reaches listeners on mobile devices, smart speakers, and desktops—often during moments of deep engagement like commuting, exercising, or relaxing. This creates opportunities for brands to deliver relevant messages to the right audience at the right time, while also capturing performance data that traditional radio can't provide.

Examples include 15- or 30-second audio spots served between songs on platforms like Spotify, Pandora, or iHeartRadio. These can be standalone ads or part of a broader campaign that also includes companion banners or calls-to-action within the app. Brands might also use dynamic creative to personalize ads based on location, time of day, or user behavior. Viant helps advertisers execute these kinds of audio campaigns across a range of premium inventory sources.

Yes, Spotify and Pandora both support programmatic audio advertising. Advertisers can reach highly engaged listeners on both platforms through a variety of ad formats, including audio-only placements, companion banners, and sponsored sessions. Beyond these two major platforms, programmatic audio ads are also available on other streaming services such as iHeartRadio, Audacy, SoundCloud, and Amazon Music. Viant provides access to these inventory sources and helps advertisers optimize for reach and performance.

Yes—one of the biggest advantages of digital audio is the ability to target specific audiences based on data. With Viant’s people-based DSP, advertisers can use Household ID™ Technology and data from trusted partners to reach audiences by demographic, interest, behavior, or past purchase activity. Whether you're trying to reach commuters, sports fans, or frequent travelers, Viant makes it easy to activate specific audience segments across audio environments.

Absolutely. Programmatic audio supports location-based targeting, allowing advertisers to deliver messages tailored to users in specific regions, cities, or even zip codes. Viant enhances this capability with advanced geo-targeting features powered by our Viant Household ID™ Technology and integrations with top data partners—so brands can reach nearby customers and measure real-world impact with greater accuracy.

Viant’s DSP provides advanced reporting tools that help advertisers measure performance across their audio campaigns. From impressions and completion rates to engagement and incremental lift, we offer transparency into what’s working—and where to optimize. Our platform also enables cross-channel attribution, helping marketers understand how audio fits into the broader consumer journey. Plus, our team is here to support clients with actionable insights and custom reporting tailored to their goals.

Yes, digital audio advertising plays a key role in a successful omnichannel strategy. It allows brands to reach consumers during screenless moments and complements campaigns across channels like connected TV (CTV), mobile, desktop, and digital out-of-home (DOOH). Viant makes it easy to integrate audio into your broader media plan, helping you reach the same audience across multiple touchpoints while maintaining consistent messaging and measurement.