With all this innovation, where should advertisers focus, what trends are shaping digital audio, and how can brands make the most of it?

To answer these questions, I sat down with Garrison Dua, VP of Demand at AdsWizz, to explore how advancements in audio adtech are transforming the industry and what advertisers should expect in the near future. 

Programmatic Audio Delivers Scale, Efficiency, and Personalization

How has programmatic audio advertising evolved, and what role does AdsWizz play in this transformation?

Garrison: Programmatic audio has grown exponentially, enabling advertisers to scale and optimize campaigns in real time. By leveraging automation, dynamic ad insertion (DAI), and host-read ads, brands can reach audiences in more engaging and efficient ways.

 

Additionally, advancements in AI-driven targeting and real-time bidding have further empowered advertisers to fine-tune messaging and maximize ROI. With increased personalization and seamless cross-platform integration, programmatic audio has become a vital part of any digital strategy aimed at connecting with today’s audiences.

Contextual and Privacy-First Targeting Are Redefining Relevance

What trends in audience targeting are shaping the future of audio advertising?

Garrison: We’re seeing a major shift toward first-party data and contextual targeting. At AdsWizz, 60% of our targeting dimensions are contextual, allowing advertisers to reach listeners based on mood, location, and even weather. This kind of hyper-relevant messaging enhances engagement while maintaining consumer trust.

 

Advancements in AI-driven contextual analysis are refining targeting precision, ensuring ads are both relevant and timed for maximum impact. As third-party cookies disappear, brands are turning to these advanced methods to engage consumers in a more meaningful, compliant way.

 

As brands navigate this terrain, they’re rethinking not just who they reach, but how they say it and when it hits. Dynamic creative optimization (DCO) and Synthetic Voice are reshaping audio advertising, allowing real-time testing of variations in tone, length, and calls to action. Combined with real-time inventory data from custom DSP dashboards, this agile, data-driven approach accelerates testing, cuts costs, and confirms audio as a high-performing channel.

Anonymized Data and Predictive Audiences Enable Safe Personalization

With privacy regulations tightening, how is AdsWizz ensuring advertisers can still deliver personalized campaigns?

Garrison: Privacy is a top priority. AdsWizz enables brands to maintain personalization without compromising user trust by leveraging anonymized data and predictive audiences. Through partnerships with behavioral intelligence firms, anonymized data helps predict audience demographics and preferences while ensuring personal information is never collected.

 

Comscore Predictive Audiences technology uses AI-driven models to segment and engage users in a privacy-safe manner, replacing traditional identifiers with data-backed insights.

 

To future-proof audience targeting, AdsWizz integrates with UID2 and ID5, ensuring advertisers can continue reaching their audiences in a cookieless world. Additionally, data clean rooms are providing a secure way to analyze and activate insights while maintaining transparency and compliance with privacy regulations.

Omnichannel Audio Is Breaking the Screen Barrier

How is the integration of audio with video and social media changing the digital advertising landscape?

Garrison: The lines between audio, video, and social media are blurring. Podcasts are often consumed on video platforms, and we’re seeing brands lean into this shift. By combining interactive audio ads with dynamic video placements, advertisers can create truly omnichannel experiences. Tools like second-screen retargeting and AudioPixel help unify these touchpoints—driving measurable outcomes, maintaining user privacy, and delivering personalized engagement across every screen.

AI, Automation, and Open Ecosystems Are Leading the Way

What’s next for AdsWizz and the broader audio adtech industry in 2025 and beyond?

Garrison Dua: Automation and AI will continue to drive efficiency, making campaigns smarter and more responsive. Programmatic podcast advertising is set to explode, and open ecosystems will gain traction over walled gardens. At AdsWizz, we’re focused on helping advertisers and publishers stay ahead of these shifts with cutting-edge tools that maximize engagement, brand safety, and monetization opportunities.

The Future of Audio Advertising: Smarter, More Personalized, and Already Here

After talking with Garrison, it’s clear that audio advertising is entering a new era, driven by automation, personalization, and seamless omnichannel integration. Brands that embrace programmatic innovation and privacy-first solutions will be the ones capturing audience attention in the most meaningful ways. With AdsWizz leading the charge, the future of digital audio isn’t just promising; it is already here.

Want to Dive Deeper into the Future of Audio Adtech? 

Download The State of Audio Adtech Report 2025 for the latest insights on brand safety, transparency, and the innovations shaping digital audio.

by Daniel Einhorn, Senior Manager, Content Marketing

The post How to Win in the New Era of Digital Audio Advertising appeared first on AdsWizz.

Market Trends

Janny Beberian, Director of Business Development for Southern Europe at AdsWizz, highlighted the transformative changes in digital audio. She emphasized the market’s rapid growth, driven by significant advances in podcasting and programmatic technology.

• With the loss of third-party audience IDs, publishers are using technology platforms to leverage their first-party data for relevant, privacy-friendly ad experiences.
• Market expansion is being driven by growth in politics, retail, pharmaceuticals, and travel sectors.
• Digital audio use exceeds radio, with the industry maturing through better data accuracy and compliance with IAB standards.

Case Study – AudioPixel as a Measurement Tool

Morgane Peron, Director of Audience Data Operations at AdsWizz, showcased AudioPixel’s capabilities. AudioPixel analyzes performance metrics across campaigns aimed at user acquisition, traffic generation, and purchase intent. It can track activities from email collection during registration to detailed customer purchase journeys on e-commerce sites.

Clement Berthet, Associate Director of Digital at NRJ Global, then presented a case study illustrating Morgane’s practical application of this technology. He emphasized the importance of crafting audio-specific content rather than repurposing video assets, ensuring a clear call-to-action tailored for audio platforms, and leveraging the unique continuous engagement potential of audio formats through innovative strategies like Dynamic Creative Optimization (DCO) and interactive formats such as ShakeMe.

Publicis + Hawk Brand Lift with Happydemics

Nadine Picosson, Associate Director of Audio Trading at Publicis Media, outlined her company’s strategy to boost digital audio, focusing on transparency, contextual data, and advanced programmatic approaches. Concurrently, Mehdi Aroussi, Senior Director of Global Partnerships at Hawk, introduced their new AI-driven DCO to support partners’ needs.

Use Audio as a Lever to Think Outside the Box

Camille Biehler, Key Account Director at Acast, Albane Laclavière, Business Director at OMD, and Léa Paris D’Artigu, Head of Media and Communication at Biocodex, gave an overview on the success of host-read content in capturing audience attention.

Digital Audio: A Key Lever for Brand Image

Anne-Marie Kalinka, Managing Director, France at Amnet, and Virginie Chesnais, Chief Marketing Officer at Happydemics, stressed the impact of digital audio in improving brand recognition and favorability, demonstrating its efficacy through the effect of audio investments on brand perception.

Their presentation recapped the effectiveness of campaigns using high and mid-funnel indicators to understand audience responses. They compared these metrics with a benchmark of over 180 audio brand lifts across different countries and media types and tailored recommendations aligned with campaign objectives and industry best practices to maximize the impact of each audio strategy, thereby verifying digital audio’s flexibility and strategic value.

SoundCloud: A Social Platform Pioneer

Quentin Spineu, Account Director, EU, at AdsWizz, illustrated SoundCloud’s innovative role as a social platform that breaks conventional barriers between artists and audiences. SoundCloud is a launching pad for local trends to escalate into global phenomena, regardless of the artists’ origins, languages, or connections. The platform also facilitates music discovery, where fans find and share their next favorite artists, and fosters direct interactions between artists and fans without intermediaries. 

SoundCloud is pioneering Mood Targeting, a feature that allows brands to connect with listeners based on their emotional state. This enables advertisers to target audiences across different moods, such as Angsty, Chill, Energetic, Focused, Happy, Soothing, Love, Celebratory, and Relaxed, thereby enhancing receptivity to brand messages.

Case Studies

• Walmart and SoundCloud celebrated Black History Month with a series featuring emerging hip-hop artists and their commentary on identity in music.
• Adidas and SoundCloud’s “We Gave the World an Original” campaign spotlighted fashion-forward creators, featuring artist Stormzy.
• Hyundai and SoundCloud launched a track series and contest to promote Hyundai’s positive impact, awarding $5,000 to one winner.
• Toyota and SoundCloud’s SCENES documentary series explored culture-forward music communities. It featured Mexican artists and launched on Billboard Latin.

Panel: Data-Driven Strategies for Content

Participants

• Morgane Peron – Director, Audience Data Operations at Adswizz
• Laurent Dauron – Director, Digital Operations at Lagardère Publicité
• Jenna Cortaredona – Head of Data Offers and Partnerships at M6 Publicité
• Mickaël Gaspar – Deputy Director, Sales at Altice Media

M6: Mastering Data Precision

Jenna Cortaredona, Head of Data Offers and Partnerships at M6 Publicité, provided an in-depth analysis of how M6 Publicité leverages a sophisticated cross-channel Data Management Platform (DMP) to utilize first-party data effectively. She emphasized Single Sign-On (SSO) and logged-in users for data integrity and future services. Jenna also addressed first-party data fragmentation and solutions with contextual targeting for better platform scalability and integration.

Altice: Leveraging Content for Engagement and Revenue

Mickaël Gaspar, Deputy Director, Sales at Altice Media, discussed how Altice leverages content to generate additional activation opportunities while naturally increasing traffic on their platforms. With web-radio offerings, they can attract a diverse audience, particularly during seasonal events like the Olympics or Roland Garros. This strategy benefits publishers by enhancing engagement and audience retention, attracting new listeners, and expanding monetization opportunities.

Lagardère: Integrating Data and Content for Market Expansion

Laurent Dauron, Director, Digital Operations at Lagardère Publicité, discussed merging audience data with engaging content to bolster their cross-channel offerings. He also described the benefits of their partnership with SiriusXM Media, which helps Lagardère reach new markets and improve contextual targeting.

The Future is Bright (and Loud)

AdsWizz remains steadfast in our mission to push the boundaries of technology in audio adtech, as evidenced by AdsWizz Audio Days Paris 2024. The vibrant discussions and presentations from industry leaders underscored the transformative power of digital audio. The ongoing convergence of these creative minds will continue to pave the way for future innovations in our industry.

See you at the next AdsWizz Audio Days!

by Daniel Einhorn, Senior Manager, Content Marketing

The post AdsWizz Audio Days Paris 2024 Recap appeared first on AdsWizz.