Acast & Magnite team up to streamline global podcast ads
Acast and Magnite have entered into a global partnership that will make Acast's full podcast inventory available via Magnite's sell-side advertising platform.
The agreement brings together Acast's catalogue of more than 140,000 podcasts, which generate over 1 billion listens quarterly, and Magnite's infrastructure for programmatic advertising, aiming to offer advertisers streamlined access to audio and digital video formats worldwide.
Integrated advertising access
The collaboration enables advertising buyers to plan and activate campaigns across podcast, connected TV (CTV), and online video (OLV) in one unified space. This integration responds to increasing demand from media buyers for a simplified method to buy media across multiple channels.
Brands will be able to access Acast's podcast inventory through Magnite's infrastructure using a multi-faceted approach that includes Programmatic Guaranteed (PG) and Private Marketplace (PMP) options. This setup will grant advertisers improved efficiency and flexibility compared to traditional deals.
The partnership allows for various buying methods, including guaranteed buys, private auctions, and open bidding. Advertisers can benefit from increased access and enhanced campaign performance. In parallel, podcast creators working with Acast gain exposure to additional revenue sources and broader monetisation opportunities.
Industry perspectives
"With 52% of Australians now listening to podcasts each month, the demand for smart, effective podcast advertising is stronger than ever." said Henrik Isaksson, Regional Managing Director for Acast ANZ.
"We're seeing a clear shift – brands want to run cohesive campaigns with podcasters across all of their channels. Our partnership with Magnite makes it easier than ever for media buyers to reach highly engaged local audiences, while creating new revenue streams for our creators. As programmatic audio continues to gain momentum in the region, Acast is proud to be leading the way."
The new arrangement aims to help advertisers reach target audiences more effectively across channels, leveraging data-driven buying methods that are gaining popularity in the digital advertising market. It is also positioned to expand programmatic audio advertising adoption in markets such as Australia and New Zealand, where listening figures continue to grow.
Yael Milbank, Managing Director, ANZ at Magnite, emphasised the collaborative aspect of the move:
"We're proud to partner with a team that truly respects content, champions creators, and is focused on growing the audio space in a way that benefits everyone – especially listeners. Acast's Australian team has been a fantastic partner, and with podcast audiences and programmatic investment on the rise locally, we're excited to accelerate programmatic audio adoption together across the region."
Market trends
The approach of combining PG and PMP solutions, along with open bidding, reflects a larger trend in the advertising ecosystem, in which buyers are seeking broader, yet more precise, access to engaged listeners and viewers. Advertisers can more efficiently allocate budgets and measure outcomes from a single platform, aligning with industry demand for unified buying solutions.
For content creators, the arrangement increases the potential for revenue by connecting podcasts with advertisers who may previously have focused on video and CTV channels alone. The deal also facilitates the expansion of programmatic audio, leveraging Magnite's existing demand connections and infrastructure.
The companies report that under this partnership, advertisers can expect improved simplicity when managing multi-channel digital campaigns, while content creators benefit from access to new demand sources and monetisation avenues on a global scale.
