Compared with other ad formats sold through automation, programmatic audio has been slow to catch on.
A host of factors have held back programmatic audio, some associated with audience and spending patterns, but many tied to technical issues.
According to eMarketer forecasts, more than 80% of digital display ads will be bought programmatically in 2018. But programmatic audio’s piece of that pie is so small that advertising trade bodies and research intelligence firms don’t publish estimates about it. In a survey of 102 US client-side marketers, conducted by the Association of National Advertisers (ANA) last year, just 13% of respondents said they buy audio ads programmatically. Read the rest at eMarketer.