Acast Partners with Magnite to Enhance Programmatic Podcast Advertising

In a significant move to bolster its advertising capabilities, Acast, a leading podcast marketplace, has announced a global partnership with Magnite (NASDAQ:MGNI), the world's largest independent sell-side advertising platform. This collaboration aims to expand Acast's premium podcast advertising inventory, which includes over 140,000 podcasts generating more than 1 billion listens quarterly. The partnership was officially announced on July 29, 2025, and is expected to make Acast's extensive inventory more accessible to advertisers through Magnite's robust infrastructure.

The partnership comes at a time when there is a marked increase in demand from media buyers for unified access to audio and video advertising formats. By integrating Acast's podcast inventory into Magnite's platform, advertisers can now execute omnichannel campaigns that span podcasts, Connected TV (CTV), and online video (OLV) from a single interface. Greg Glenday, CEO of Acast, emphasized the strategic importance of this collaboration, stating, "We’re seeing a significant shift as more advertisers strategically incorporate podcasts into their multichannel campaigns. Our partnership with Magnite is pivotal, enabling media buyers to seamlessly access our premium podcast inventory and precisely connect with highly engaged listeners, all while driving powerful new monetization avenues for our creators."

This initiative reflects the growing trend of programmatic advertising within the podcasting industry. According to a report by the Interactive Advertising Bureau (IAB) published in 2023, programmatic audio advertising has surged, with a projected annual growth rate of 20% over the next five years. The report highlights that advertisers are increasingly recognizing podcasts as effective channels for reaching targeted audiences, particularly younger demographics who consume content through digital platforms.

The integration will utilize a multi-faceted programmatic approach, including Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals, which are designed to enhance campaign performance while opening new demand sources for Acast’s creators. This broadened access not only facilitates more efficient ad placements but also promises to elevate the overall advertiser experience. Acast has been at the forefront of podcast monetization since its inception in 2014 and has established itself as a vital player in the podcast ecosystem.

Acast’s headquarters are located in Stockholm, Sweden, and the company operates globally, providing a platform that connects podcast creators, advertisers, and listeners. With a marketplace featuring 3,300 advertisers, Acast aims to monetize listens across all podcast applications and platforms. The collaboration with Magnite marks a strategic step in expanding Acast's influence and capabilities within the rapidly evolving landscape of digital advertising.

As the podcasting industry continues to evolve, this partnership could serve as a model for other companies looking to capitalize on the growing demand for programmatic advertising solutions in audio content. The implications of this collaboration are expected to resonate throughout the industry, potentially reshaping how advertisers engage with audiences in the audio space. Looking forward, experts anticipate that such partnerships will play a crucial role in defining the future of podcast monetization and advertising strategies.