Audio targets on-the-go

Over 12 percent of U.S. audio consumption is going online, and much of this, from Internet radio to on-demand services, is mobile. Logically, the advertising dollars are already starting to follow: $4 billion or more in audio ad spending is expected in the next three years.

In line with the industry trend, audio exchanges are going programmatic. At the Digiday Agency Summit, Triton Digital’s Benjamin Masse discussed a programmatic service capable of efficiently targeting audiences (based on location, behavior, etc.) using post-listen cookie drops to track an ad’s success.