Mercury, the network representing independent podcasts from around the world, is partnering with audio ad-tech monetisation platform SoundCast, as it looks to scale up its advertising and create more revenue for independent creators. SoundCast is a European company launched in France and looking to strengthen its footprint in the UK.

Mercury currently represents shows including the chart-topping Warhammer podcast The 40K Lorecast, British comedy time-travel show PastMaster, and the Canadian Dad’s Bedtime Stories for Kids.

“One of the driving forces behind Mercury is being able to level the playing field in our industry, and democratise the resources usually reserved for the big players,” says Mercury founder Liam Heffernan. “This partnership unlocks major monetisation opportunities for our shows, and finally brings these platforms to the creators who can benefit most from them.

SoundCast provides solutions for publishers, networks and advertisers to deliver programmatic audio advertising.

“Our SSP will help Mercury utilise its ad inventory and fulfil programmatic demand,” says SoundCast. “This partnership also allows us to strengthen our presence in the UK, towards becoming the number one solution for publishers, media agencies and advertisers.”