Music streaming platform SoundCloud has struck a deal with Rubicon Project to automate its audio and video ad inventory as it looks to bolster its programmatic offering and better monetise its content.
It means brands will be able to tap into SoundCloud’s audience in real-time using a range of targeting capabilities including first-party and content-level targeting. Advertisers will also be able to take advantage of SoundCloud’s audience insights to target their campaigns.
Last month SoundCloud made its first steps into programmatic in the US by expanding its partnership with digital audio tech platform Triton Digital to allow ad buyers to target specific audiences based on parameters like location, music listening habits and other demographics like age.
The platform is also recruiting a programmatic sales manager in London or Berlin, and a programmatic ad operations officer in New York.
It follows similar moves from rival music platform Spotify, which opened up its inventory to programmatic media-buyers with a private marketplace (PMP) offering in 2015 to further monetise its user base.
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.
Alison Moore, chief revenue officer at SoundCloud, said: “SoundCloud’s audience is loyal, influential and highly engaged. 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 and engineering officer, Rubicon Project, added: “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.”