---
title: Programmatic Audio (DSP-Based) — RGM Training
url: https://realgrowthmatters.com/training/podcast-audio-marketing/programmatic-audio-dsp-based/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/podcast-audio-marketing/programmatic-audio-dsp-based/
---

[Home](../../../index.html) › [Training](../../index.html) › [Podcast & Audio](../index.html) › Programmatic Audio (DSP-Based)

RGM° · Training

# Programmatic Audio (DSP-Based)

Scale and demographic targeting. Mechanics, inventory, targeting, creative, platforms, measurement.

### What you will learn

1. [Why programmatic audio](#why)
2. [Mechanics](#mechanics)
3. [Inventory](#inventory)
4. [Targeting](#targeting)
5. [Creative](#creative)
6. [Platforms](#platforms)
7. [Measurement](#measurement)
8. [Advanced](#advanced)
9. [Mistakes](#mistakes)
10. [Checklist](#checklist)

## Why programmatic audio

Programmatic audio enables scale, demographic targeting, and audience-buying across many shows. Lower CPM than host-read but lower conversion typically. Used for awareness, scale, and retargeting layers.

## Mechanics

- Dynamic ad insertion (DAI).
- Ads inserted at runtime, not baked in.
- Auction-based pricing.
- Show-of-show audience targeting.
- Cross-show frequency capping (within platform).
- Real-time bidding.

## Inventory

- Spotify Audience Network.
- Pandora.
- iHeart.
- SiriusXM.
- Open exchanges via DSPs.
- Walled garden vs open inventory.
- Music + podcast inventory both available.

## Targeting

- Demographic (age, gender).
- Geographic.
- Behavioral (programmatic data overlays).
- Genre / category.
- Time-of-day.
- Device.
- First-party data (where supported).

## Creative

- 15–30 seconds typical.
- Pre-produced (not host-read).
- Strong audio hook.
- Brand mention clear.
- Single CTA.
- Companion banner (visual) sometimes available.

## Platforms

- **Spotify Ad Studio:** Self-serve.
- **DSPs:** The Trade Desk, DV360, Amazon DSP for audio.
- **SiriusXM Media (Pandora):** Direct.
- **iHeart:** Direct or programmatic.
- Audio DSPs (LiveRamp, AdsWizz).

## Measurement

- Reach and frequency.
- Completion rate.
- Promo code redemption.
- Self-reported attribution.
- Brand lift studies.
- Audio-specific attribution (Spotify Streaming Ad Insights).
- Cross-channel attribution.

## Advanced

- Programmatic + host-read mix.
- Audience targeting refined.
- Frequency capping cross-platform.
- Companion banner where available.
- Brand lift studies.
- Self-reported attribution.
- MMM integration.
- Annual programmatic audio strategy.
- DSP selection rigor.
- Cross-channel coordination.

## Mistakes

- Programmatic without host-read complement.
- Same creative as podcast pre-rolls.
- Frequency uncontrolled.
- Brand lift studies skipped.
- Self-reported attribution missing.
- MMM integration absent.
- DSP chosen without audio capability assessment.
- Companion banner ignored.
- Annual strategy review skipped.
- Cross-channel coordination broken.

## Checklist

- Programmatic + host-read mix
- Audience targeting refined
- Frequency capping
- Companion banner where available
- Brand lift studies
- Self-reported attribution
- MMM integration
- DSP audio capability assessed
- Annual strategy review
- Cross-channel coordination

## Sources and further reading

- Spotify Ad Studio documentation
- SiriusXM Media research
- iHeart programmatic
- The Trade Desk audio capability
- DV360 audio
- Amazon DSP audio
- AdsWizz programmatic audio
- LiveRamp audio identity
- IAB Programmatic Audio standards
- RGM Programmatic CTV series
- RGM Performance Marketing series
- Marketing Brew programmatic audio

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Part of the [Podcast & Audio](../index.html) series.