For a general introduction to audio ads in Sweden, please see IAB's Digital Audio Handbook

Audio inventory can be purchased in three ways:

Proper Audio creatives

ASX supports the DAAST standard for audio creatives, and will analyze bid requests for the Audio objects present from OpenRTB 2.4. To set up your campaign to respond to this inventory, follow these steps:

  • Set up audio creative

  • Set up an ad of type "Audio Ad"

  • Assign the audio creative to the audio ad

  • Target supply with Supply Type: audio

Audio posing as Video (Magnite / Rubicon Project)

Many sellers are providing means to buy audio ad inventory through the same setup as for video. To target this inventory in BidTheatre DSP, follow these steps:

  • Set up video creative with a mime type indicating audio

  • Set up an ad of type "Video Ad"

  • Assign the video creative to the video ad

  • Target supply with Supply Type: Video (but actually is audio supply, accepting video creatives with an audio mime type

Note that this goes for Spotify inventory, which specifically needs .ogg media files, and can only be bought via PMP.

The in-between (Xandr)

Xandr audio inventory is present as Supply Type: Audio, but creatives will need to be presented as the VAST standard used for video. To bid on this inventory, follow these steps:

  • Set up a video creative with a mime type indicating audio

  • Setup an ad of type "Audio Ad"

  • Assign the video creative to the audio ad

  • Target supply with Supply Type: audio


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