Programmatic Audio Buying Doubles Since 2022

RADIO ONLINE | Monday, May 4, 2026 | 2:21pm CT

Cumulus Media and Westwood One

A new study highlighted by Westwood One shows programmatic audio advertising has surged to record levels, with adoption among agencies and advertisers more than doubling over the past four years.

According to research from Advertiser Perceptions, 82% of agencies and advertisers now buy audio programmatically, up from 41% in 2022. The findings are based on a March 2026 survey of 301 industry professionals and were outlined in a recent blog post from Cumulus Media's Audio Active Group.

The growth has accelerated sharply in the past year. From 2022 to 2024, programmatic audio usage increased at an average annual rate of 6%. That pace jumped to 17% between 2025 and 2026, signaling increased demand for automated, data-driven audio ad buying.

The report also found that performance-driven campaigns are more likely to use programmatic audio, with 87% adoption compared to 74% among brand-focused campaigns. Media agencies are also more active in the space than marketers, with 87% using programmatic tools versus 73% of marketers.

Among buying platforms, Google Display & Video 360, The Trade Desk and Amazon DSP rank as the most widely used demand-side platforms for audio and podcast advertising.

On the supply side, publishers most commonly rely on Google Ad Manager, with 69% using the platform to sell digital audio inventory. Other platforms include Amazon Publisher Services, PubMatic and OpenX.

The study also points to continued expansion in programmatic capabilities, particularly involving traditional radio. Amazon Ads has announced initiatives aimed at integrating over-the-air AM/FM inventory into its demand-side platform, including partnerships that would allow advertisers to buy broadcast radio alongside digital audio using data-driven targeting.

These developments suggest further convergence between traditional radio and digital advertising ecosystems, as programmatic tools continue to gain traction across the audio landscape.

Read the entire blog post here.