Launch announcement
Podcast ads on HAQM DSP will now offer HAQM Audiences to self-service advertisers in the US
June 3, 2024
What launched?
Podcast ads on HAQM DSP have expanded HAQM Audiences to self-service advertisers in the US. This launch gives advertisers the ability to reach audiences based on demographics (age range and gender) across all podcast supply, including HAQM owned and operated podcasts (HAQM Music and Wondery network of originals and partner shows).
Why is it important?
Unlike other channels, podcasts offer intimate environments, built upon trust and authentic connection between listeners and hosts. Whether it’s true crime podcasts, comedy or historical series, podcasts listeners actively discover and listen to content that resonates with their interests and passions, making them highly engaged audiences. Previously, advertisers who ran podcast ad campaigns through HAQM DSP relied on contextual signals, such as top genres and categories, to reach relevant audiences. Now, we’re expanding to include a pre-curated, exclusive catalog of HAQM Audiences, so advertisers can reach the right audiences based on demographics relevant to specific campaign goals. HAQM Audiences for podcasts are powered by machine learning models to help advertisers deliver their messages to relevant listeners across all podcast supply.
With this launch, advertisers will now have access to the following targeting options:
- Demographics: Engage audiences based on demographic preferences, such as age range and gender
- Location: Reach audiences in specific geographical areas that are relevant to campaign goals
- Category: Engage listeners based on podcast genres and categories, such as true crime, news, history, sports, and more
Where is the feature available?
- North America: United States
Who can use it?
- HAQM Audiences are automatically available for selection within the podcast line item set up on HAQM DSP for self-service advertisers in the US.