Observed Signal · Nov 9, 2026 · Partnership · Source: StackAdapt · Impact: 3/5
StackAdapt advertisers can now buy ads on 150+ audio publishers via SoundCast
On November 9, 2026, Paris-based audio marketplace SoundCast announced a technology partnership with StackAdapt, enabling StackAdapt advertisers and agencies to programmatically buy SoundCast's entire audio inventory directly from the StackAdapt platform. The inventory spans more than 150 publishers, including Le Figaro, Ouest France, Acast, and Audioboom, covering podcasts, live streams, digital radio, in-store audio, and in-game audio, available via open RTB or negotiated deals. The integration is described as 'now live globally,' with SoundCast separately noting coverage across Europe and North America, though no pricing, audience figures, or country lists were disclosed. The partnership extends StackAdapt's audio supply, previously anchored by US broadcast radio via iHeartMedia, into French and European digital audio as automated buying gains share in the audio ad market.
This partnership expands StackAdapt's audio supply into French and European digital audio, strengthening its omnichannel offering and reflecting the broader industry shift toward programmatic audio buying. It also provides SoundCast with access to a major demand-side platform, potentially increasing demand for its publisher partners.
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Key Takeaways & Evidence Grounding
- SoundCast and StackAdapt announced a technology partnership on November 9, 2026, making SoundCast's audio inventory from 150+ publishers programmatically buyable on StackAdapt.
- Inventory includes podcasts, live streams, digital radio, in-store audio, and in-game audio, available via open RTB or negotiated deals.
- Named publishers include Le Figaro, Ouest France, La Provence, Radio Classique, Acast, and Audioboom.
- The integration is described as 'now live globally,' with SoundCast separately noting coverage across Europe and North America.
- No pricing, audience figures, country lists, or client names were disclosed in the announcement.
Connected Companies & Entities
“StackAdapt is the demand-side platform that now offers SoundCast's audio inventory to its advertisers and agencies.”
“SoundCast is the Paris-based audio marketplace that supplies the inventory from over 150 publishers to StackAdapt.”
“Acast is an international podcast company named as one of the publishers in the SoundCast inventory.”
“iHeartMedia is referenced as a previous StackAdapt audio integration for US broadcast radio, providing context for the new deal.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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