DV360 Audio Ads: Programmatic Audio Campaign Management

Where DV360 audio inventory comes from

The audio line item can bid on audio inventory in the Google Ad Manager auction as well as exchanges such as Spotify Ad Exchange, AdsWizz, Triton, Magnite DV+, Soundcast, DAX, Equativ and Nexxen. Deals with publishers open up more inventory. Targeting is by content type: music streaming, live AM/FM broadcast, podcast or unknown content.

For campaigns targeting Türkiye, the volume of music streaming, local radio and podcast inventory varies a lot from exchange to exchange. If the target audience mainly listens to Turkish-language podcasts, we first check real volume in the inventory report, then go the deal route. If local audio inventory is the priority, we also consider TheADX audio ads.

DV360 audio line item limits to know

Because of the limits below, we keep audio inventory narrow by publisher and content type. With no brand safety setting, deal-based inventory offers a more controlled start than the open auction. For the same reason, we keep audio line items outside the IO's automated budget allocation, in a separate, manually managed structure.

• Viewability, brand safety and keyword targeting are not available on this line item.
• In audio inventory in mobile apps, frequency caps may not apply fully, and third-party brand safety and ads.txt verification are not possible.
• Audio line items are not compatible with automated budget allocation or click-goal IOs.
• Google notes that CPMs for audio placements are noticeably higher than standard display and recommends setting bids with video logic.
• Audio ads on YouTube are bought with a separate line item type (YouTube and partners audio) and must be 30 seconds or shorter.

Podcast vs. music streaming ads: creative and measurement

In DV360, audio creative is easier to manage when split into separate line items by content type. For the podcast line item we use a conversational version that fits the show's flow; for music streaming, a shorter, more rhythmic version. The companion banner gives listeners who use the app while looking at the screen something to click. So we design the banner with the same message and call to action as the audio script.

Audio completion rate and unique reach are the core metrics. We do not read short-term sales impact through conversions but compare branded search lift with seasonal behavior data. When we plan an audio campaign alongside video for the same audience, we keep the creative message consistent on both channels; since Amazon DSP also has audio inventory, we separate overlap between the two platforms at the planning stage.

Audio Ads: when do we recommend it?

How we manage Audio Ads

1. Inventory scanWe map the content types the audience listens to and which exchanges carry them.
2. Versions by content typeWe prepare two audio versions with different tone and length for podcast and music streaming line items.
3. Companion bannerWe design the in-app banner with the same message as the audio script.
4. Line items and bidsWe split content types into separate line items and set bids with video logic.
5. Audio campaign impactWe compare audio completion, unique reach and branded search change across the campaign period.

Audio Ads: metrics and requirements

The Brand Move DV360 Team

To learn more about Audio Ads or other DV360 ad formats, contact The Brand Move DV360 team today.

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