Acast turns up the volume with Magnite in global podcast ad deal
The partnership strengthens its offering for buyers seeking high-performing, scalable, and contextually rich environments.
Acast, the world's largest independent podcast company, has entered into a new global partnership with Magnite, a major player in the programmatic advertising space.
The agreement aims to simplify access to podcast advertising at scale and integrate audio more seamlessly into broader media buying strategies.
This move aligns with increasing demand from media buyers for unified access across formats such as audio, connected TV (CTV), and online video (OLV), and reflects a wider industry trend toward consolidating programmatic ad solutions.
Podcast inventory now available via Magnite's platform
As part of the agreement, Acast's premium podcast inventory, which spans more than 140,000 shows and generates over 1 billion listens each quarter, will be made available through Magnite's programmatic infrastructure.
This allows advertisers to buy podcast ad space through the same systems they already use for digital video and CTV campaigns. Options include Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals, which offer buyers greater flexibility and control compared to traditional fixed ad buys.
The collaboration is designed to improve efficiency and reduce fragmentation in audio advertising. Brands can now manage multi-channel campaigns more easily, while podcast creators on Acast’s platform will gain exposure to new demand sources and potential revenue streams.
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Responding to growing podcast consumption in Australia
According to recent listener data, 52% of Australians now tune into podcasts each month, a figure that continues to grow.
"With 52% of Australians now listening to podcasts each month, the demand for smart, effective podcast advertising is stronger than ever," said Henrik Isaksson, Regional Managing Director for Acast ANZ.
"We're seeing a clear shift, brands want to run cohesive campaigns with podcasters across all of their channels. Our partnership with Magnite makes it easier than ever for media buyers to reach highly engaged local audiences, while creating new revenue streams for our creators. As programmatic audio continues to gain momentum in the region, Acast is proud to be leading the way."
The company recently inked an exclusive ad sales, hosting deal and distribution deal with award-winning Casefile True Crime podcast, adding 80 million annual listens to the Acast platform.
Casefile launched in 2016, has over 800 million downloads to date and featured on Spotify’s Podcast of the Decade playlist.
Supporting scalable growth in programmatic audio
The partnership also signals continued momentum in programmatic audio, an area gaining traction across the digital advertising ecosystem.
By integrating with Magnite, Acast strengthens its offering for buyers seeking high-performing, scalable, and contextually rich environments.
Yael Milbank, Managing Director, ANZ at Magnite, said: "We're proud to partner with a team that truly respects content, champions creators, and is focused on growing the audio space in a way that benefits everyone, especially listeners.
"Acast’s Australian team has been a fantastic partner, and with podcast audiences and programmatic investment on the rise locally, we’re excited to accelerate programmatic audio adoption together across the region."
