Independent podcast company Acast has joined forces with independent sell-side advertising company Magnite.

Through this new global partnership, Acast’s premium podcast inventory, comprising over 140,000 podcasts, will be available to advertisers via Magnite.

The collaboration responds directly to growing demand from media buyers for simpler, more unified access to audio alongside digital video formats.

Acast says that by integrating its podcast inventory into Magnite’s infrastructure, advertisers can now seamlessly plan and activate campaigns across podcast, connected TV and online video in one place.

“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.”

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.”