WWO: Programmatic Audio Buying is Soaring
Today’s blog post from Cumulus Media | Westwood One’s Audio Active Group reports on the results of a March 2026 Advertiser Perceptions study of 301 advertisers and agencies about programmatic buying. The results indicate that 82% that currently use programmatic audio advertising. Some of the findings of the study include: 1) 82% of agencies and 
advertisers are currently buying audio programmatically, up two times from 2022 (41%); 2) The most used programmatic audio demand-side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP; 3) Among publishers, the most utilized supply-side platforms for digital audio ads are Google Ad Manager, distantly followed by Amazon Publisher Services, Open X, and PubMatic; 4) Among those who purchase podcasts, Google DV360, The Trade Desk, and Amazon’s DSP are the most utilized demand-side platforms; and 5) Recent announcements from Amazon Ads indicate a major expansion of over-the-air AM/FM radio and audio advertising capabilities within the Amazon Demand Side Platform. Regarding that last point, the study notes that those moves “focus on bridging the gap between traditional broadcast AM/FM radio and digital, programmatic buying, allowing advertisers to use Amazon’s first-party signals for targeting and measurement.” See the blog post here.
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