Audiohook is an audio specific demand side platform (DSP) that enables marketers, brands, and agencies to execute sophisticated marketing campaigns across streaming music platforms, podcasts, and digital radio.
Demand side platforms are continuing to play a greater role in marketing as they allow users to leverage automation, data, and algorithms via software to place media buys across thousands (or even millions) of publishers all while dynamically specifying how much to pay for each media buy based on a number of factors including campaign performance. These platforms are built specially for advertisers to help them only buy the ad impression that will be effective and at a price that creates value for the advertiser.
There are many popular demand side platforms that support a number of mediums such as display and video in addition to audio. These platforms can make managing campaigns cross several mediums much more convenient. The challenges with these one size fits all type of platforms is they seek to apply a standard framework. This can work really well for mediums like display, native, and video as they function in nearly identical ways and serve ads to the same devices often even the same webpages. Audio however often operates on completely different devices in a completely different workflow that consumers interact with in its own distinct way.
For example display, native, and video are all primarily executed client-side (i.e. in the browser) where the consumers sees the ad on a device that they are looking at and can engage with the ad via click, hover, etc to learn more. Contrast that with audio where audio ads are primarily executed server side (via download or stream) where a consumer hears the ad on a device that they are not holding or viewing and have no way of engaging with the ad.
Due to these stark differences, audio advertising campaigns can be executed much more successfully when demand side platforms build software and solutions unique to the differences and challenges of audio.
In digital advertising we often refer to entity that is hosting the ad supported content whether that be a website, app, or podcast as the publisher. This term stemming from the days of print advertising with newspapers and magazines.
In the case of audio, there are thousands of publishers ranging from local radio stations and podcast hosing platforms to popular consumer apps such as Spotify and Pandora. Despite this highly fractured ecosystem, many advertisers still today work with a large number of publishers individually to setup and execute campaigns. Notwithstanding the fact that this is quite inefficient, this can be very detrimental to the advertiser due to the conflict of interest between the publisher and advertiser.
For a publisher, their goal is to maximize their own revenue by working to ensure that all available impressions are being sold and at the highest price possible. While they would like to see the advertiser succeed, if there is ad inventory that may be less relevant but that is going unfilled, the publisher will prioritized serving ads to that inventory over other inventory that may be more relevant but already has significant demand.
Today we see that many publishers like Spotify, iHeartRadio, Pandora and others have created their own software that looks and feels like a demand side platform. However unlike demand side platforms that are media agnostic which means that they do not benefit financially if ads are placed with one publisher over another, the software created by publishers is often limited to only place ads on their inventory or they have a greater financial benefit when ads are placed on inventory they own.
Updated about 2 months ago
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