Digital audio ad serving programatically and directly to a user will be a huge trend and area for growth in 2020. Digital audio ads total around 16 billion dollar’s a year as consumers tune in during the gym, their commutes, work, shopping and relaxing with their smart speakers. Audio in general is less expensive to product then standard display and video creatives and can has huge potential to scale.
Many deals in programmatic audio today are direct with each respective platform. Some concerns include content quality (not showing ads on explicit audio content that is user generated), no standard for “viewability” (you can’t measure viewability on an audio ad, it’s impossible!), and attribution (understanding the effectiveness of these ads)
Like all disciplines of advertising and ad serving, the industry needs standards and this is where the IAB comes in to play. The Digital Audio Ad Serving Template was created by the IAB providing a commonly accepted set of specs for audio ad delivery, executive and reporting across several devices and platforms.