Google rolls out globally audio ads in DoubleClick Bid Manager

Google yesterday announced the rollout of audio ads to all DoubleClick Bid Manager customers globally. Audio Ads were in beta until yesterday. DBM (Doubleclick Bid Manager) is connected with Google Play Music, Spotify, SoundCloud and TuneIn. Pandora will come soon, wrote Jean-Claude Homawoo, Product Manager at DoubleClick/Google.

Via DBM, advertisers and agencies can buy audio ads programmatically. Google says that audio offers exciting new terrain for brands to reach an engaged audience with an immersive and accessible medium. It’s estimated that in 2018 1.2B people will use music streaming services globally.

In the past, Xaxis said that audio is the best bargain in programmatic advertising, as “advertisers can connect with consumers who are too busy to notice or consume other media types.”

Metrics and dimensions of audio ads are similar to video ads.