Digital audio advertising specialist Audion has launched Pathway to support and accelerate the growth of programmatic media trading in podcast advertising; the new initiative is embedded into its Audion360 technology suite developed for podcasters, publishers, and professional content creators.

The first tangible development of this capability is a next-generation connector; integrated into podcasters’ Content Management Systems (CMS), this enables their available audio inventory to be automatically monetised through Audion’s premium programmatic marketplace.

Pathway is Audion’s response to the ongoing shift towards automated, data-driven buying models; more than a quarter of European advertisers allocate over 81% of their display budgets programmatically according to the IAB Europe’s most recent Attitudes to Programmatic Advertising Report. Meanwhile, although podcast popularity continues to grow (over 20% of UK adults listen to at least one podcast a week) the proportion of podcast media sold via programmatic is low, in part due to technical restrictions.

Digital audio advertising specialist Audion has launched Pathway to support and accelerate the growth of programmatic media trading in podcast advertising; the new initiative is embedded into its Audion360 technology suite developed for podcasters, publishers, and professional content creators.

The first tangible development of this capability is a next-generation connector; integrated into podcasters’ Content Management Systems (CMS), this enables their available audio inventory to be automatically monetised through Audion’s premium programmatic marketplace.

Pathway is Audion’s response to the ongoing shift towards automated, data-driven buying models; more than a quarter of European advertisers allocate over 81% of their display budgets programmatically according to the IAB Europe’s most recent Attitudes to Programmatic Advertising Report. Meanwhile, although podcast popularity continues to grow (over 20% of UK adults listen to at least one podcast a week) the proportion of podcast media sold via programmatic is low, in part due to technical restrictions.