Although ad sellers are cautiously optimistic about 2024, as more listeners tune in and programmatic audio grows (albeit slowly), podcast advertising overall has been stuck in first gear for years, Digiday reports.
Programmatic represented 11% of all streaming audio ads last year, up from 5% in 2022. But growth didn't accelerate - direct audio sales simply dropped in 2023. Programmatic remains, despite its relatively better year, a blip in the total streaming audio market.
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