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Overview

Advertisers increasingly recognize the value of programmatic access to audio inventory as more consumers turn to streaming services for podcasts and music. This shift has made digital audio one of the fastest-growing yet underutilized channels in programmatic advertising, presenting a significant opportunity to expand reach and scale within omnichannel campaigns. 

Digital audio excels in performance, particularly in upper-funnel KPIs like brand recall. This makes it a powerful component of omnichannel strategies, especially when paired with CTV. Both channels offer premium inventory, yet audio has a distinct advantage in cost efficiency. 

With full audio support on Beeswax, users  users can:

• Increase brand awareness and reach: Leverage an omnichannel buying strategy, inclusive of audio, to amplify messaging across touchpoints and benefit from accurate and scaled cross-device targeting, measurement, and attribution from the FreeWheel Identity Network. 
• Centralize omnichannel buying: With support for video, display, native, and audio, campaigns can be centralized in Beeswax to centralized to streamline workflows. 

How to Traffic Audio Campaigns

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Frequency Capping:
When device, user ID, or IP address data is available in bid requests, Beeswax can apply frequency capping can be applied. For more details, refer to to Frequency Caps. For those employing an omnichannel strategy, it is advisable to implement frequency capping with the FreeWheel Identity Network at the campaign-level to ensure consistent frequency capping across all channels and devices.

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First and Third-Party Data Providers Supporting Audio Inventory: 

please reach out to your Beeswax account your account team for a breakdown of supported audio inventory.

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Inventory Availability & QPS

Reach goals and scale audio budgets effectively by accessing global inventory from leading audio publishers, including iHeartRadio, through an integration with Triton SSP. While the majority of Triton’s inventory is based in the U.S., support for EU inventory is also available. For the most current inventory breakdown by geography, refer to Metamarkets. Additional insights into audio inventory can be accessed through Metamarkets by utilizing audio-specific fields such as "start delay," which helps differentiate between mid-roll and pre-roll segments.

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Optimization

Optimization tools including bid and delivery modifiers and models include audio-specific fields (Placement Type, Start Delay) to help reach performance goals.

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