The proof is in the programmatic pudding – The Short Stack
The new year is just getting started and there are already plenty of initiatives in play that bode well for the bright future of audio. Many of them, of course, revolve around ads – and within that, programmatic ads.
Take the nascent working group within IAB that’s dedicated to producing insights that prove to marketers how audio drives great outcomes (especially in combination with CTV, video, etc.). Lack of clear measurement has, for many, become one of those pieces of accepted "wisdom" that’s kept buyers cautious about spending in podcasting/streaming. But the data is there; the work of this group will reveal it, prove the value of audio, and counter outdated perceptions.
While audio advertising broadly needs that updated thinking, programmatic in particular probably needs it even more. Its original reputation as the “wild west” of digital advertising – born in display years ago when controls were relatively immature – still lives on in some minds. So the IAB’s guidance will rightly include a special focus on programmatic’s key position in the audio mix and how to activate it effectively.
This reminds me of more updated thinking/great action we’re seeing in the space, albeit with a very different motivator. As we documented toward the end of last year, public media, facing what some consider an existential crisis since taking a major funding hit, has been forced to think of new ways to ensure it keeps entertaining and informing millions of listeners. WBGO is one station helping to lead the charge, opening itself up to new revenue by introducing programmatic ads into its streams (and ultimately podcasts), despite long-held concerns about “typical” ads being inappropriate for public media.
How’s it working so far? In this case, the proof is both quantitative and qualitative. The station has added a solid amount of incremental revenue – hard to argue with an outcome like that. But equally important, listener complaints have been few – if you can even call them complaints. Said one BGO listener: “I see exactly what you're up against, and from our thinking, you are handling it beautifully.”
If a sector like public media can embrace such a big shift, is a broader shift in the perception of audio ads – programmatic and otherwise – on its way? This is a big part of what we’ll discuss on our panel at SXSW/Podcast Movement Evolutions in March, including insight from KUT Austin general manager Debbie Hiott, Axios reporter Kerry Flynn, and more.
The more we all keep talking about this – and proving value – the brighter the future of audio we all love. See you in Austin!
Best.
Scott Klass , CMO 
Notably, audio and podcasts are among the sources being tapped to fund CTV growth, reinforcing that buyers are managing both channels inside the same programmatic framework. What buyers want next is pretty clear: fewer promises, more proof.
“2026 will see audio stop being the sidekick and start being the channel brands build around. Not because it’s new, but because it’s ready: streaming, podcasts, in-car audio, smart speakers, and addressable radio are finally giving planners both scale and precision.”
At Advertising Week New York 2025, two of our Stackers joined the AW360 Live podcast to share their views on the state of podcasting/digital audio, including a particular focus on how the space can bring in a larger share of ad budgets. Our VP of Demand Stacy Newhuis was one of them, discussing everything from how audience-based buying serves publishers of all sizes to how spending in CTV flows neatly into audio. ICYMI, have a listen!
Our first big public showing of the year is coming right up! |