Google is continuing its push into the $3 billion digital audio market, rolling out new tools and features that makes transacting on the channel more similar to buying and selling display advertising.
The search giant says it is making it easier for marketers to find and target listeners in its marketplace through its programmatic buying platform, Display & Video 360 (DV360). It's also introducing new tools, such as Audio Mixer, which allows media buyers to quickly create audio ads at scale. Other features include a dedicated marketplace for digital audio content and new measurement products.
Over on the sell side, also known as Google Ad Manager, the company is arming publishers with Dynamic Ad Insertion for audio, which allows ads to be dynamically inserted in between songs, for example, based on who is listening.
Digital audio has seen wild growth since the Interactive Advertising Bureau first began tracking the channel in 2016, which is when it first hit more than $1 billion in U.S. ad revenue. Today, it generates more than three times that number, and its explosive growth is directly related to new tools that make transacting on the channel similar to other digital formats. Google itself began delivering audio ads to companies such as Spotify, Pandora and SoundCloud in 2018.