Programmatic Audio in India: Can Podcasts and Streaming Music Scale?
· 27h ago · Originally reported by Agency Reporter
An industry analysis examining whether programmatic buying of audio inventory across podcasts and streaming music platforms can reach meaningful scale in India. The piece explores the opportunities and challenges facing automated audio ad buying in the Indian market.
Why it matters
Programmatic audio is a fast-growing but still maturing ad channel globally, and India's scale makes it a key test case for whether automated audio buying can work outside Western markets.
Explain it like I’m new here
It's like asking whether ads can be bought automatically for radio shows and music apps in India the same way companies buy banner ads online.
Read the original at Agency Reporter
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Programmatic audio
Programmatic audio is buying and selling audio ads, on music streaming, digital radio and podcasts, through automated platforms and real-time or deal-based auctions.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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