Digital audio has secured its place in media plans for organizations of all sizes, from local businesses to global brands. In 2026, industry growth will depend less on launching new formats and more on refining how inventory is curated, identity is applied, and audio is integrated into omnichannel strategies.
We believe that success will come to those who treat audio as both a powerful storytelling platform and a measurable, data-driven performance channel, leveraging the latest advancements in data and AI.
Curation Is the Cornerstone of Programmatic Audio
Programmatic audio has evolved beyond basic content and audience automation, becoming a space for thoughtful, intention-led strategy. Next year, successful buyers will focus on curated supply that clearly reflects brand identity and connects with target audiences, rather than chasing scale alone.
Quality and brand alignment will play a more decisive role than ever. The most effective platforms will make it easier to build curated, brand-fit plans helping marketers move from broad buys to more deliberate, results-oriented investments.
Brand Fit Becomes the Core Matter
In 2026, the industry will move past generic keyword blocklists towards a more nuanced understanding of suitability. Advertisers will look for environments that genuinely align with their brand, not just those that avoid specific terms or topics.
AI-driven models that interpret tone, topic, and sentiment at the program and episode level will help brands identify where their message can resonate best. Suitability will become a planning advantage, giving brands a more proactive role in campaign strategy.
Audio Becomes Fully Omnichannel and Identity-Powered
Audio is being woven into a broader identity-powered, omnichannel ecosystem. Advertisers are now able to measure and optimize audio with the same behavioral, commerce, and cross-device signals applied to CTV, retail media, and digital video.
Streaming audio, podcasts, and even broadcast radio are becoming more identity-infused and accessible through enterprise platforms making deduplicated reach and unified frequency easier to achieve. As audio inherits capabilities like closed-loop attribution and AI-based optimization, brands can shift their focus from impression counting to outcome-based planning.
Video Extends Discovery Across the Audio Landscape
Video is rapidly becoming a key discovery tool for audio. Whether through short clips, livestreams, or companion visuals, new audiences are experiencing podcasts and streaming shows in moments even before listening in an audio app.
As content journeys grow more modular, publishers will need to design for flexibility across formats. For advertisers, video builds initial awareness, while long-form audio nurtures engagement and deepens relationships. Rather than merging into one, video and audio now complement each other giving brands more ways to reach listeners wherever they are.
Looking Ahead to 2026
2025 showed us that digital audio is a core component for brand presence and audience connection. As we enter 2026, the challenge evolves from just showing up to being intentional about how and where campaigns land.
There’s an opportunity to build on last year’s successes using smarter tools, sharper insights, and a greater focus on outcomes. We’re investing in the measurement, monetization, and AI-driven capabilities needed to help both publishers and advertisers navigate the next phase with confidence.
As curation, brand fit, identity, and omnichannel planning come together, 2026 is set to redefine how audio is planned and traded. For everyone in the ecosystem, it’s a moment to make audio a truly integrated, data-informed force in modern marketing.
Audio has earned its seat at the table; now it’s about using it with purpose. The conversations we are having today are less about whether audio works and more about how to make it work smarter, more responsibly, and with greater impact. That shift gives us real optimism for what’s ahead and reinforces why this next chapter for digital audio truly matters.
Happy Holidays from us here and around the world.