Observed Signal · Jun 12, 2026 · Industry Event / Panel · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Platforms Say Planning, Programmatic Will Grow Digital Audio Budgets
Industry panelists at The Trade Desk’s audio OpenForum in New York argued that digital audio remains under-monetized despite high consumption and growing programmatic support. Citing GWI and eMarketer data, speakers noted audio accounts for roughly 30% of U.S. adults’ media time but receives only about 3% of U.S. ad spend. Panelists from The Trade Desk, SiriusXM, Spotify and others said the missing pieces are deeper upstream integration of audio into agency planning tools, more programmatic guaranteed and always-on buying, and adoption of omnichannel planning and agentic buying workflows. Podcast formats and host‑read creative remain constraints for programmatic insertion, while integrations (e.g., SiriusXM with VideoAmp) and DSP support aim to move audio earlier into campaign plans.
Addresses a persistent industry mismatch—high consumer audio consumption versus low ad spend—and highlights concrete pathways (planning-tool integrations, programmatic guaranteed, omnichannel workflows) that could reallocate budgets and change measurement and buying patterns in audio advertising.
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Key Takeaways & Evidence Grounding
- GWI research: digital audio represents about 30% of media consumption for the average American adult.
- eMarketer: digital audio attracts roughly 3% of annual US ad spend.
- The Trade Desk hosted an audio OpenForum in New York where platform and buy‑side representatives discussed growing audio budgets.
- Digital audio ad spend grew 5%–7% each of the past three years and is projected to surpass $8 billion this year (eMarketer).
- SiriusXM integrated with VideoAmp and major streaming platforms report integrations with major DSPs to support programmatic audio buying.
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