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Why is programmatic audio not taking off?

Only 13% of marketers were buying audio ads programmatically last year, per the Association of National Advertisers, despite the fact that investment in digital audio advertising hit $1.6 billion, a rise from $1.1 billion in 2016, per the Interactive Advertising Bureau. The Richards Group's David Lee says the top barrier to audio programmatic buying taking off is lack of scale, and Pandora's Scott Walker says demand-side platforms "need to adopt audio."

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