SoundCloud is diving deeply into programmatic, making global audio and video inventory available in one place for the first time.
The audio streaming service has selected Rubicon Project to manage the real-time bidding on the inventory.
Advertisers are now able to programmatically access SoundCloud’s global audio and video inventory in one place, for the first time.
Utilising Rubicon Project’s leading Orders platform, brands will be able to tap into SoundCloud’s audience across its multi-screen experience using a range of targeting capabilities including first-party and content-level targeting, all in real-time.
Advertisers will also be able to take advantage of SoundCloud’s array of deep audience insights to target its highly engaged audience.
SoundCloud reaches more than 175 million users per month globally, and its ad-supported offering is currently available in eight markets including the US, UK, Ireland, France, Australia, New Zealand, Canada and Germany, with additional rollout in 2017.
The company claims that with 75 per cent of its audience comprised of the coveted millennial and Gen Z generations, its connected community of creators, curators and listeners are a constant force in driving culture and creativity forward.
Its differentiated product offering stands out among other music streaming services by enabling listeners to access the world’s largest, most diverse range of content and creators – much of which can’t be found anywhere else.
“SoundCloud’s audience is loyal, influential and highly engaged,” said Alison Moore, chief revenue officer, SoundCloud.
“Together with Rubicon Project we are now able to serve up our global audio and video inventory on one platform for the first time in an automated fashion, making it easier than ever for advertisers to share their message with the right person, at precisely the right time.”
Tom Kershaw, chief product & eEngineering officer, Rubicon Project, said the announcement establishes Rubicon Project’s position in programmatic audio. It also underscores the company’s commitment to provide its clients with the ability to access premium supply at scale via automated channels regardless of ad format.
“We are very excited to work with a streaming audio leader like SoundCloud to open up its users to advertisers and brands seeking to leverage the many benefits of transacting their ad spend programmatically.”