For millions of Americans, streaming music, radio, and podcasts are part of their everyday media diets. On platforms like Pandora, Spotify, and iHeart Radio, advertisers can take advantage of a poppy medium in a high-attention environment to reach users with messages and calls-to-action that can stand without a visual element.
While audio inventory can be accessed programmatically, you could also access this inventory via a direct deal with a vendor. Unlike a programmatic campaign where you would likely be accessing multiple audio vendors or publishers through a single buy, direct deals are usually through single publishers and have a minimum spend threshold.