Adobe Advertising Cloud, the largest independent advertising platform, and TuneIn, the leading global streaming live audio service, today announced an integration to expand the ways advertisers can reach their target audiences across a wide variety of devices.

Advertisers can now automate ad buys across TuneIn’s diverse array of content streamed across devices through Adobe Advertising Cloud’s On Demand marketplace. Adobe Advertising Cloud is now also able to target digital audio ads on smart speakers across hundreds of TuneIn’s owned-and-operated stations.

“With so many smart devices and more than 180 million Americans streaming music, live radio and podcasts every month, smart marketers are beginning to follow suit,” said Keith Eadie, VP & GM of Adobe Advertising Cloud. “But with so many options, it can be hard for advertisers to plan, buy and measure digital audio advertising in all of its forms and incorporate it into a holistic cross-channel strategy. That’s why Adobe Advertising Cloud’s DSP launched automated, data-driven buying of digital audio ads on smart speakers with TuneIn.”

Driven by early success of the partnership, TuneIn and Adobe Advertising Cloud began testing new and emerging ad formats, like 15 and 30-second digital video ads, earlier this year. TuneIn is used by over 75 million listeners each month to access live sports, up-to-the-minute news, curated music, millions of podcasts and over 120,000 streaming radio stations. In addition to smart speakers, TuneIn is currently available on over 200 connected devices and streaming platforms in over 197 territories across the world.

“Given the high caliber of our owned content and its popularity among users, we’re very strategic when it comes to ad integrations,” said Billy Hartman, Vice President of Global Revenue and Partnerships at TuneIn. “Adobe Advertising Cloud’s independence, lack of media ownership and continued innovation make them a key partner — which is why we selected them to be the first to test ads targeting smart speakers.”

Content on TuneIn’s hosted and curated stations ranges from genre-based music (i.e. “Country Roads”) to mood-based content (i.e. “Yoga” or “Poolside”) to 24/7 live streaming of top music festivals like San Francisco’s Outside Lands. At launch, contextual targeting is available by device, station type and multi-cultural segment. The ad format — 90-second audio ads, which run twice hourly on each station — enables advertisers to drive engagement in a less cluttered environment.