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A series of recent studies from Advertiser Perceptions reveals programmatic audio has grown significantly.

Key findings:

• 82% of agencies and advertisers are currently buying audio programmatically, up 2X from 2022 (41%).
• The most used programmatic audio demand-side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP.
• 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.
• Among those who purchase podcasts, Google DV360, The Trade Desk, and Amazon’s DSP are the most utilized demand-side platforms.
• 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.

Programmatic advertising defined

Programmatic advertising is the automated, data-driven buying and selling of digital ad space in real time, replacing manual negotiations with AI-powered, instantaneous auctions. It allows advertisers to precisely target specific audiences across websites, apps, and streaming platforms in milliseconds, optimizing spend efficiency.

Programmatic audio buying has doubled since 2022

The stunning 82% that currently use programmatic audio advertising is based on a just released March 2026 Advertiser Perceptions study of 301 advertisers and agencies commissioned by the Cumulus Media | Westwood One Audio Active Group®.

In 2022, 41% of marketers and media agencies indicated they currently utilized programmatic audio buying. By 2026, the proportion had doubled to 82%.

From 2022 to 2024, the average annual growth rate of programmatic usage was 6%. From 2025 to 2026, programmatic audio usage grew a whopping 17%, nearly three times the annual growth of the prior four years.

Performance campaigns are more likely to utilize programmatic buying

87% of those whose primary campaign focus is a primary performance strategy have used programmatic audio buying versus 74% of those who focus on brand building.

Media agencies are more likely than marketers to utilize programmatic audio

87% of media agencies use programmatic audio compared to 73% of marketers.

The most used programmatic demand side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP

This is sourced from Advertiser Perceptions Demand Side Platform study of 325 advertisers and agencies conducted in October 2025.

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

Advertiser Perceptions conducted a January 2026 publisher study of 151 Managers and VPs who are involved in display, video, native or CTV/OTT sales or operations/monetization. The platforms must have at least 3M+ unique monthly visitors across all digital properties and sell inventory programmatically via a supply side platform.

69% of publishers use Google Ad Manager to sell their digital audio ads followed by 26% who use Amazon Publisher Services and 18% who use PubMatic and OpenX.

Among those who purchase podcasts, Google DV360, The Trade Desk and Amazon’s DSP are the most utilized demand-side platforms

An Advertiser Perceptions study of 252 media agencies and marketers who advertise in podcasts was conducted in August 2025. Respondents had to spend at least $1M in podcasts.

Programmatic audio is showing strong performance

The Trade Desk reported that audio grew year-over-year at a rate higher than any other channel in Q4 2025, despite representing only 6% of their business.

Will terrestrial AM/FM radio become available to purchase programmatically? Yes, says Amazon Publisher Services!

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. These 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.

Key announcements include Global Media and Entertainment, one of the largest AM/FM radio operators in the UK. Amazon’s Demand Side Platform will integrate with Global’s DAX, their digital ad exchange. Advertisers will be able to run campaigns across live AM/FM radio, podcasts, the Global app, and on smart speakers.

iHeart announced a partnership expansion with Amazon Ads to bring iHeart’s streaming services to the Amazon DSP as of November 2025. Access to iHeart Podcasts and 870+ U.S. broadcast AM/FM radio stations will be added in 2026, aiming to make broadcast AM/FM radio behave like digital media (addressable and measurable).

Amazon Ads and SiriusXM Media announced a partnership making them the largest audio partner in Amazon DSP, covering the Pandora and SoundCloud streaming services.

Key features of Amazon’s new audio offerings:

• Omnichannel integration: Audio is now a central component of broader campaigns alongside display and video.
• AI-powered optimization: Amazon DSP uses AI for audience targeting and creative optimization.
• Measurement: Amazon Marketing Cloud allows for full-funnel measurement, connecting audio exposure to actual sales outcomes.
• “Full-funnel” tooling: Starting Q1 2026, advertisers can set up complete awareness-to-conversion strategies using natural language, combining streaming TV and audio for top-of-funnel, while using display for reinforcement.

Key findings:

• 82% of agencies and advertisers are currently buying audio programmatically, up 2X from 2022 (41%).
• The most used programmatic audio demand-side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP.
• 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.
• Among those who purchase podcasts, Google DV360, The Trade Desk, and Amazon’s DSP are the most utilized demand-side platforms.
• 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.

Download the slides:

Pierre Bouvard is Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group^®.

Contact the Insights team at CorpMarketing@westwoodone.com.