Google is moving swiftly into programmatic audio ads, allowing advertisers to use its DoubleClick Bid Manager to run audio ads on Spotify, SoundCloud, Tune In, and Google Music.
As more and more music streaming services get into advertising, and around 25% of consumer time spent on mobile devices, is dedicated to music, podcasts, and other audio formats, Google is moving into programmatic audio ads with new features. The search giant announced last week that it will now be offering programmatic audio ads through Spotify, SoundCloud, Tune In, and Google Play Music, allowing advertisers can buy ads on its DoubleClick Bid Manager. The company had started testing service in beta last year with only around 30 advertisers but is now opening it up to all advertisers.
Google’s announcement coincides with a flurry of activity from music streaming services that are working hard on ad technologies. Pandora recently announced its acquisition of ad-tech company AdsWizz, and SoundCloud announced the addition of programmatic audio and video through AppNexus. Google also has plans to add Pandora to its programmatic audio ads inventory pretty soon.
Programmatic advertising is now an “essential” part of SoundCloud’s business, despite the fact it has dabbled in programmatic audio for the last two years, on ad-tech companies like Rubicon Project or Triton. Right now though, audio ads make up the majority of impressions on its platform.