Acast partners with Magnite for programmatic advertising
Podcast company Acast has partnered with Magnite in a deal that will see Australian advertisers able to access audiences across over 140,000 podcasts on the company’s network.
Acast announced the global deal on Tuesday afternoon, explaining it “responds directly to the growing demand from media buyers for simpler, more unified access to audio alongside digital video formats”.
The insertion of Acast’s vast podcast slate into Magnite’s infrastructure means advertisers can programmatically book advertising campaigns that include podcasts alongside online video and connected TV in their media mix.
Acast represents Casefile, the most successful Australian podcast of all time, as well as an ever-growing network of shows which garner over one billion listens each quarter.
Casefile is represented by Acast.
The partnership offers “greater efficiency and flexibility than traditional fixed deals”, according to Acast, and allows for ‘programmatic guaranteed’ (PG) and ‘private marketplace’ (PMP), as well as options like guaranteed buys, private auctions, and open bidding.
Henrik Isaksson, local managing director of Acast, said the deal means brands benefit from broader access and greater performance, while podcasters get exposure to new monetisation opportunities.
“We’re seeing a clear shift — brands want to run cohesive campaigns with podcasters across all of their channels,” he said in a media release.
“Our partnership with Magnite makes it easier than ever for media buyers to reach highly engaged local audiences, while creating new revenue streams for our creators. As programmatic audio continues to gain momentum in the region, Acast is proud to be leading the way.”
Yael Milbank, local managing director at Magnite, said: “We’re proud to partner with a team that truly respects content, champions creators, and is focused on growing the audio space in a way that benefits everyone — especially listeners. Acast’s Australian team has been a fantastic partner, and with podcast audiences and programmatic investment on the rise locally, we’re excited to accelerate programmatic audio adoption together across the region.”
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