SoundCast, the Paris-based digital audio advertising marketplace, today announced a technology partnership with StackAdapt that allows advertisers and agencies on StackAdapt to buy SoundCast's entire audio offering programmatically, directly from the StackAdapt platform. The inventory comes from more than 150 publishers, ranging from French national newspaper groups and radio networks to podcast studios, and covers podcasts, live streams and digital radio, plus two smaller categories: audio played inside shops and audio played inside games.

According to SoundCast, the integration is "now live globally through StackAdapt." The announcement, dated Paris, November 9, 2026, names a dozen of the publishers involved, quotes one executive from each company, and gives no prices, audience figures, launch markets or client names.

In Short

SoundCast, a Paris company that sells ads for audio publishers, has connected more than 150 of those publishers to StackAdapt, so advertisers using StackAdapt can now buy ads in their podcasts, radio streams, in-store audio and in-game audio. It matters to brands and agencies that want French and European audio inside the same platform they use for display, connected TV and other channels, and to publishers such as Le Figaro and Ouest France, which gain another route to buyers. What changes is the buying route, not the price list: neither company has published rates, listener numbers or a list of countries.

What StackAdapt buyers can now reach

The core of the offer is conventional digital audio. "Podcasts, live streams and digital radio are all available," according to the release, and buyers can purchase them "through open RTB or negotiated deals." Open RTB is the open-auction form of real-time bidding, in which each ad opportunity is sold impression by impression to the highest bidder. Negotiated deals cover the rest. The release does not say whether that term means private marketplace auctions, preferred deals at fixed prices, programmatic guaranteed buys with reserved volume, or all three.

Two further formats sit alongside the podcast and radio inventory. According to SoundCast, in-store audio "reaches shoppers right at the point of purchase," while in-game audio "reaches highly engaged players mid-session." The release calls both "fast-growing formats" but publishes no growth figures for either, and it does not identify the retailers whose shops carry the audio, the games or developers supplying the in-game slots, or the countries where those two formats can be bought.

The company's own summary of the range is a line of copy rather than a specification: "From the couch to the checkout to the controller, brands can now reach listeners wherever they are."

The publishers named

The release lists the following publishers, with the sales house or group behind each title in brackets: Radio Classique (Ketil Media), Le Figaro, Madame Figaro and CCM Benchmark (Media Figaro), Ouest France and La Provence (366), podK and Radio Meuh (Lagardère), PodSpace, Acast, Radio Format and Audioboom. It describes the full group as "150+ leading publishers, spanning premium, local and specialist inventory," and adds "and many others" without naming them.

Most of the named titles are French, and several are represented by the sales houses of French newspaper and radio groups. For StackAdapt buyers, that means one connection into a slice of French national and regional media, including newspaper brands whose audio output sits alongside their print and web businesses.

Two names stand out because they are international podcast companies with their own sales operations. Acast reported third-quarter results on October 28, and its North American sales rose 54% to SEK 384.0 million, overtaking Europe, where sales grew 5% to SEK 361.9 million, or 3% on an organic basis. Audioboom, whose trading update came two weeks earlier, raised its 2026 adjusted EBITDA guidance to at least US$7.7 million and describes its Showcase business as an "ad-tech driven global advertising marketplace" in its own right. The SoundCast release does not say what share of either company's catalogue passes through SoundCast, in which countries, or whether the arrangement is exclusive. The same podcast inventory may therefore be reachable through more than one route.

How far "global" reaches

The release describes the integration as "now live globally" and says SoundCast inventory "is now available to a broad base of European and international buyers, opening new demand for its publisher partners." SoundCast separately described the coverage as live across Europe and North America.

Neither statement amounts to a country list. The publishers named are overwhelmingly French, and nothing in the announcement says which markets the in-store and in-game inventory covers. The distinction matters because "global" here appears to describe where buyers sit, not where the audiences are. A buyer in New York or London can now reach a French radio stream through StackAdapt; that does not mean SoundCast supplies audio audiences in every country.

What the two companies said

Patrice Sguerzi, co-founder and chief executive of SoundCast, framed the deal around publisher revenue. "Our role is simple: to give publishers and their sales houses access to every revenue stream. With StackAdapt, they gain a technology partner with true international reach, and our shared clients get the power of programmatic in premium, brand-safe environments, with full transparency."

Ed Mullins, senior director of inventory development for EMEA at StackAdapt, spoke about control. "Audio connects brands with audiences across different moments of their day. As we expand the inventory available through SoundCast, the latest audio enhancements to the StackAdapt platform give advertisers greater control and transparency over where their campaigns run, making it easier to plan, activate and measure audio as part of a broader media strategy."

Both quotes raise questions the release leaves open. Mullins refers to "the latest audio enhancements to the StackAdapt platform," but the announcement does not describe any of them. His phrase "as we expand the inventory available through SoundCast" reads like an extension of an existing connection, while the release presents a newly signed partnership; neither document says whether any SoundCast supply was available on StackAdapt before today. Sguerzi's references to brand safety and "full transparency" come without detail on verification vendors, the level at which buyers will see placements (publisher, show or episode), or the fees taken between advertiser and publisher.

SoundCast's path from French SSP to wider marketplace

SoundCast describes itself as "the global digital audio platform connecting premium publishers with the world's leading brands across podcasts, streaming radio, webradio, and beyond." It is based in Paris with offices in London and New York, and runs three products: a programmatic audio marketplace that it calls an "SSP-AdServer," combining a supply-side platform with ad serving; a curation solution; and a podcast distribution platform.

The company is not new to large demand-side platforms. In December 2020, Google integrated SoundCast into Display & Video 360, at which point PPC Land described it as "a leading audio SSP in France." That integration gave DV360 buyers access to audio from publishers including Le Figaro, L'Equipe, Les Indés radios, RTL and Virgin, and DV360 was certified for programmatic guaranteed deals in SoundCast. Le Figaro appears again in today's list; L'Equipe, Les Indés Radios, RTL and Virgin do not. The release's "and many others" leaves open whether they remain on the platform.

The curation product is relevant to how StackAdapt buyers may use the inventory. When Germany's digital industry association published a whitepaper on the subject in February, the BVDW defined curation as the "targeted selection, combination, and enrichment of media inventories and data signals." The SoundCast release does not say whether StackAdapt buyers receive curated packages, raw marketplace supply, or both.

StackAdapt's audio build-up

StackAdapt describes itself as an "AI advertising and orchestration platform" that unifies "programmatic and owned channels - including CTV, DOOH, display, native, audio, and email" in one platform, built entirely in-house. Audio has been part of that list for some time, but the inventory PPC Land has tracked has been largely American.

In November 2025, StackAdapt integrated iHeartMedia's broadcast radio, making AM and FM airtime plannable, buyable and reportable for StackAdapt clients across the United States, with the announcement citing 278 million monthly ad-supported listeners. The SoundCast agreement points in a different direction: digital rather than broadcast radio, and French and European publishers rather than a US network.

The company has been busy on other fronts in 2026. StackAdapt joined OpenAI's ChatGPT ad pilot as a technology partner in May, and on October 27 it added cross-channel retargeting of people who viewed ChatGPT ads on CTV and display. Its own research makes the commercial case for adding channels. In StackAdapt's State of Programmatic Advertising 2027 report, published October 19, 42% of 885 surveyed marketers estimated that more than 20% of programmatic budget is wasted or underperforms through siloed execution, and only 10% said they almost always run omnichannel. Mullins's line about measuring audio "as part of a broader media strategy" fits that argument. More supply in one interface is the product StackAdapt sells.

Where programmatic audio buying is heading

The deal lands in a market where automated buying is taking share from direct sales at the largest audio platforms. Spotify's third-quarter results on October 22 showed direct ad sales down EUR53 million year over year while automated channels rose EUR91 million, with ad-supported revenue at EUR482 million. Spotify has been opening its own exchange to outside buying platforms: it extended automated podcast buying to about 170 million monthly listeners in July 2025, and in July 2026 Amazon DSP gained Spotify podcast inventory for the first time.

Others have built similar bridges. iHeartMedia and Magnite launched a marketplace for omnichannel audio buying in January 2024, bringing broadcast, streaming and podcast inventory into real-time bidding. On October 28, Triton Digital said its new Seller Agent had let an AI buying agent book Talpa Media audio for the brand Otrium with no manual step between brief and booking.

In-game audio has followed a separate path. In December 2025, Bauer Media Audio brought Audiomob's gaming audio ads to eight markets: Ireland, the United Kingdom, Portugal, Denmark, Norway, Finland, Slovakia and Poland. France was not among them. SoundCast's inclusion of in-game audio in a single StackAdapt offer puts the format in front of buyers who may not have bought it before, but without inventory volumes it is not possible to say how much of it there is.

Against that backdrop, the SoundCast agreement is less about a new format than about distribution. French publishers that sell through sales houses gain one more demand source; StackAdapt gains European audio it can package with its other channels; and buyers gain another path to inventory, including Acast and Audioboom shows, that may also be available elsewhere. Which path delivers the lowest fees and the clearest placement data is a question the announcement does not answer.

What the announcement leaves out

How much inventory is there, and at what price? The release does not say. Several other details that buyers and publishers would normally need are also absent:

  • Pricing: no CPMs, floors or fee structure for either open RTB or negotiated deals.
  • Scale: no listener, impression or download totals for the 150-plus publishers, nor for the in-store and in-game inventory.
  • Markets: no list of countries beyond "globally" and SoundCast's reference to Europe and North America.
  • Partners: no named retailers, store networks, games or developers behind the in-store and in-game formats.
  • Measurement: no verification, brand safety or attribution vendors, despite references to transparency and measurement in both quotes.
  • Exclusivity and history: no statement on whether the arrangement is exclusive, or whether any SoundCast supply was on StackAdapt before today.
  • Platform changes: no description of the "latest audio enhancements" Mullins mentions.
  • Clients and results: no launch advertisers, agencies or campaign data.

Why this matters for the marketing community

For advertisers already running display, CTV and digital out-of-home through StackAdapt, the practical change is that French premium audio, along with a set of podcast studios and international networks, can be added to the same campaigns without a separate contract or platform. The release positions SoundCast as the layer that gathers French sales houses and podcast studios into a single source of supply for a buyer outside France.

For publishers, the deal adds demand without requiring them to integrate with StackAdapt themselves; SoundCast sits in between. Sguerzi's description of SoundCast's role, giving publishers "access to every revenue stream," is a statement about routes to market. The value to those publishers will depend on fees and fill rates that have not been disclosed.

For the wider market, the agreement is another example of buying platforms assembling audio supply through intermediaries rather than one publisher at a time. StackAdapt's earlier iHeartMedia deal took that approach in the United States; SoundCast extends it into France and beyond. Spotify's numbers show budgets moving toward automated buying at the largest audio platform. The open question for buyers is how many layers sit between their bid and the publisher, and what each one costs.

Timeline

Summary

Who: SoundCast, a Paris-based digital audio advertising marketplace with offices in London and New York, led by co-founder and chief executive Patrice Sguerzi, and StackAdapt, an advertising platform represented by Ed Mullins, senior director of inventory development for EMEA. More than 150 publishers are involved, including Radio Classique, Le Figaro, Ouest France, La Provence, Acast and Audioboom.

What: A technology partnership that makes SoundCast's entire audio offering, covering podcasts, live streams, digital radio, in-store audio and in-game audio, buyable programmatically on StackAdapt through open RTB or negotiated deals. No prices, audience figures, country list or clients were disclosed.

When: The partnership was announced today, November 9, 2026, with the integration described as already live.

Where: The release says the integration is live globally; SoundCast described coverage across Europe and North America. Most named publishers are French.

Why: SoundCast says the deal gives publishers and their sales houses another revenue route and international reach. StackAdapt says it gives advertisers more control and transparency when planning audio alongside other channels. The agreement extends StackAdapt's audio supply, previously anchored by US broadcast radio, into French and European digital audio, as automated buying takes a growing share of audio advertising.