Audio Segment Is Growing For Programmatic Ad Spending

Programmatic audio advertising in the U.S. is projected to reach $1.2 billion in the near term, fueled by rising automation and improved advertiser access to traditional radio's digital extensions, according to a new forecast forecast from Madison & Wall analyst Brian Wieser.

The growth comes as programmatic adoption in audio climbs from 22% in 2025 to a projected 46% by 2030, tied to expanding ad-supported listening on streaming and podcast platforms. 

Brian Wieser

Wieser estimates digital audio will claim this $1.2 billion slice within the broader $36 billion U.S. programmatic market, where overall revenues are expected to represent 73% of open web transactions in 2025.Separately, Madison & Wall forecasts modest U.S. audio ad revenue growth of 1% in Q4 2025, contributing to a broader 10% year-over-year increase in total ad revenue for the quarter—driven largely by digital momentum—while TV is projected to decline 10% excluding political spending.

Industry developments are accelerating the trend: 

In November 2025, iHeartMedia integrated its broadcast radio inventory into platforms like StackAdapt and Amazon DSP, allowing programmatic buying of AM/FM spots alongside digital audio and podcasts. 

Similar expansions by Spotify, SiriusXM, and Cox Media Group are enhancing scalability, geotargeting, and data-driven efficiency for advertisers.

Wieser's longer-term outlook includes a 2026 boost from events like the Winter Olympics, followed by potential slowdowns through 2027, as audio remains a smaller but growing segment of programmatic spending.