Audio advertising is experiencing record growth, as privacy regulations continue impacting targeting tactics, according to a State of Programmatic study released on Tuesday by Comscore’s programmatic division Proximic.
Based on the findings of Proximic’s survey of hundreds of marketers across different industries in the U.S., programmatic advertisers are preparing for a year of many changes. This points to a need for marketers to adapt with new targeting methods and data partners to be prepared for regulatory changes.
The research found that connected TV ad spending is stagnating while audio and podcasting continue to rise. While the net new marketers investing in CTV is slowing down, it remains a major part of most clients’ media plans, alongside linear TV, digital and social. Audio and podcast advertising, however, saw record growth, with the largest year-over-year gains compared to other channels from last year — with 5% of marketers expected to invest in CTV for the first time this year.
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