Digital audio advertising specialist Audion has launched Pathway, to support and accelerate the growth of programmatic media trading in podcast advertising; the new initiative is embedded into its Audion360 technology suite developed for podcasters, publishers, and professional content creators.
The first tangible development of this capability is a next-generation connector; integrated into the podcasters’ Content Management Systems (CMS), this enables their available audio inventory to be automatically monetized through Audion’s premium programmatic marketplace.
Pathway is Audio’s response to the ongoing shift towards automated, data-driven buying models; more than a quarter of European advertisers allocate over 81% of their display budgets programmatically according to the IAB Europe’s most recent Attitudes to Programmatic Advertising Report.
Meanwhile, although podcast popularity popularity continues to grow (over 20% of UK adults listen to at least one podcast a week) the proportion of podcast media sold via programmatic is low, in part due to technical restrictions.
Audion’s first element of Pathway is a technical building block that expands Audion360’s capacity to optimize podcast monetization. This next-generation connector is just the first step in a broader roadmap of innovations that will simplify access, enrich inventory with exclusive data, and strengthen transparency across the ecosystem,” explains Arthur Larrey, co-founder of Audion,”
Pathway reflects Audio’s ongoing focus on harnessing technology to build a more open, transparent, and high-performing programmatic environment as the company continues to position itself as a pioneer in digital audio and podcasting.
About Audion
Since the beginning in 2018 by Arthur Larrey and Kamel El Hadef, Audion has established itself as the expert partner in digital audio, offering innovative advertising solutions for brands and agencies, as well as monetization technology for publishers and creators.
Audion’s offering is built on three complementary solutions: Audion Reach, designed to maximize the impact of audio advertising campaigns; Audion Stories, which creates engaging and tailor-made audio experiences; Audion360, a revolutionary platform for publishers and content creators, combining a podcast CMS, artificial intelligence, and advertising solutions.
With offices in Paris, London, Milan, and Brussels, a team of 50 experts, and over 2,000 successful campaigns delivered, Audion has become the preferred partner for those looking to harness the full potential of digital audio.