Acast and Magnite Partner to Expand Programmatic Podcast Advertising at Global Scale

Acast - the world’s largest independent podcast company - today announces a global partnership with Magnite (NASDAQ:MGNI), the largest independent sell-side advertising company. Through this partnership, Acast's premium podcast inventory, comprising over 140,000 podcasts that generate more than 1 billion listens quarterly, will be available to advertisers via Magnite, making podcast inventory more accessible than ever on a global scale. 

The collaboration responds directly to the growing demand from media buyers for simpler, more unified access to audio alongside digital video formats. By integrating Acast’s podcast inventory into Magnite’s infrastructure, advertisers can now seamlessly plan and activate campaigns across podcast, connected TV (CTV), and online video (OLV) in one place.

Through a multi-faceted approach, offering Programmatic Guaranteed (PG) and Private Marketplace (PMP), the partnership enables advertisers greater efficiency and flexibility than traditional fixed deals. With options like guaranteed buys, private auctions, and open bidding, brands benefit from broader access and greater performance, while Acast’s creators gain exposure to new demand sources and monetisation opportunities.

"This partnership with Magnite is a game-changer for the advertising industry and the podcast ecosystem as a whole," said Michael Bayston, VP AdTech Solutions & Programmatic at Acast. "We've seen a dramatic increase in advertiser interest for combined podcast, CTV, and OLV campaigns, reflecting a clear shift in how brands want to engage with consumers. By making our high-quality podcast inventory available through Magnite, we’re giving media buyers the tools they need to reach engaged audiences with precision, while creating meaningful new revenue streams for creators."

Speaking of the partnership, Matt Schmidt, VP, Revenue Strategy at Magnite, said: "This year, the global podcast audience is expected to surpass 500 million listeners and we’re pleased to be working with Acast, a leader in the space, to drive that growth. Our partnership with Acast unlocks premium podcast inventory for buyers looking to reach tuned-in listeners - wherever they are. The growth of our audio footprint streamlines omnichannel activation for buyers, with the goal to drive more demand investment to our premium publishers.”

This collaboration underscores Acast's dedication to providing advertisers with innovative and effective ways to connect with audiences across diverse and engaging platforms, solidifying its position at the forefront of the evolving audio advertising landscape.