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Buy Digital Audio Ad Inventory Through Google DoubleClick

Google's DoubleClick Bid Manager is offering support for buying audio ads programmatically on several streaming services including Google Play Music, Spotify, SoundCloud, TuneIn and eventually Pandora. 

Advertisers will be able to upload .mp3 audio spots at varying lengths, including 15- and 30-second versions, and include an optional companion image or HTML5 asset to display around the publisher’s audio player. The supported exchanges for audio ads are DoubleClick’s own Ad Exchange and Rubicon. DoubleClick Ad Exchange is the inventory provider for Google Play Music.

While most brands don't currently engage in audio advertising of this nature, the availability through Google's DoubleClick Bid Manager will likely change that. As a result, understanding performance is going to be very important. Google will be offering reporting metrics including audio completion rates, listen rates by quartile, as well as mute and pause rates.

Advertisers will likely have to pay handsomely for the priviledge of buying through DoubleClick for audio ads. The cost/rates for audio placements are typically much higher than the rates for display impressions, so Google is recommending setting CPM rates for audio with the same strategy being used for video inventory.  
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