Acast & Magnite Team Up for Podcast Programmatic Ads, Opening New Revenue Streams
Acast, a leading podcast hosting platform, has joined forces with Magnite, a software provider for digital advertising, to open up podcast inventory for programmatic advertising. The partnership, announced in March 2023, covers over 140,000 podcasts with a quarterly listenership of more than 1 billion.
Through this collaboration, advertisers can now manage campaigns across podcasts, connected TV (CTV), and online video (OLV) using Magnite's infrastructure. This omnichannel approach is expected to drive more demand investment to premium publishers.
Matt Schmidt, VP of Revenue Strategy at Magnite, anticipates the global podcast audience to exceed 500 million listeners this year, making this partnership a strategic move. Michael Bayston, VP of AdTech Solutions & Programmatic at Acast, hails it as a 'game-changer' for the advertising industry and podcast ecosystem. The partnership offers Programmatic Guaranteed (PG) and Private Marketplace (PMP) options for advertisers, providing flexibility and control in their campaigns. Additionally, Acast's creators stand to benefit from exposure to new demand sources and monetization opportunities.
The Acast-Magnite partnership, the first of its kind between the two companies, aims to simplify omnichannel activation for buyers and boost demand investment in premium publishers. With the global podcast audience growing, this collaboration opens up new avenues for advertisers and creators alike.
