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Google launches audio programmatic ads on DoubleCLick Bid Manager

Brands will now be able to start buying audio inventory programmatically on Google’s DoubleClick Bid Manager, the tech giant has announced.

Marketers using Google’s DSP can now buy placements on Spotify, SoundCloud, TuneIn, Google Play Music, with Pandora coming soon, the company said.

Announcing the move, Jean-Claude Homawoo, DoubleClick product manager, said: “Audio advertising will continue to grow as music streaming services attract more users, and more consumers turn to audio for entertainment across devices.

“Given these trends, it’s clear that brands should invest in reaching consumers with the right messages in audio just like they do in every other medium.”

Google’s move follows in the footsteps of rival DSPs like The Trade Desk and AppNexus, which launched programmatic audio technology in 2016.

On the sell-side, Spotify became the first major audio platform to start programmatic ad trading also in 2016. Other players like Pandora and SoundCloud soon followed suit.

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