Google launches programmatic for audio publishers in Ad Manager and DV360

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 06, 2020, 6:30 PM UTC

The ad giant has launched a beta version that will provide programmatic sales capabilities for audio publishers for the first time.

The new infrastructure would enable publishers to sell audio inventory through private marketplaces, programmatic guaranteed deals, on the open exchange and through direct deals in Google Ad Manager. It would also let buyers access the inventory through DV360 and five undisclosed third-party DSPs.

With the development of the product, Google plans to integrate Ad Manager’s audio capabilities with more DSPs, including Google Ads. Two different collaborations with Spotify and TuneIn were pivotal in the development of the project.

Google’s latest launch would benefit publishers with its massive data sets. It would help them determine which format - video, audio or display – would be appropriate for consumers at a specific moment.

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