Programmatic advertising has seen a rapid increase in recent years. New data from Cumulus and Westwood One contextualizes that increase.
What We Know: A series of Advertiser Perception studies commissioned by Cumulus and Westwood One shows a near 2x increase in programmatic audio advertising usage compared to 2022. Additionally, the most used programmatic audio demand platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP.
What The Number Show: The numbers show a strong uptick in the two most recent yearly surveys conducted on the topic.
| Year (Survey Date) | % Using Programmatic Audio Buying | Change from Prior Year |
|---|---|---|
| February 2022 | 41% | — |
| March 2023 | 50% | +9 pts |
| March 2024 | 57% | +7 pts |
| March 2025 | 65% | +8 pts |
| March 2026 | 82% | +17 pts |
The data also shows that media agencies use programmatic advertisers more than marketers do. Of the 181 media agencies surveyed, 87% say they buy programmatic advertising. Meanwhile, 73% of the 121 marketers responded similarly.
| Year (Survey Date) | Marketers (%) | Change (Marketers) | Media Agencies (%) | Change (Media Agencies) |
|---|---|---|---|---|
| February 2022 | 33% | — | 47% | — |
| March 2023 | 45% | +12 pts | 53% | +6 pts |
| March 2024 | 47% | +2 pts | 64% | +11 pts |
| March 2025 | 55% | +8 pts | 72% | +8 pts |
| March 2026 | 73% | +18 pts | 87% | +15 pts |
What It Means: Programmatic advertising is an important tool for marketers and content companies alike. Amazon Ads has recently indicated it plans a major expansion of AM/FM Radio and audio advertising capabilities. One of its key partners is iHeartMedia and its app. That could be a test balloon for other major marketers to look at and decide how important these capabilities are to their overall advertising portfolio.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
