AdLib and Audiohook Want You to Pay for Audio Ads—Only When They Work
In a move that could change how programmatic audio fits into omnichannel strategies, AdLib Media Group has integrated Audiohook’s pay-for-performance audio inventory into its DSP-agnostic media buying platform. The result? Advertisers can now tap into podcasts, streaming platforms, and digital radio—without paying unless their ad actually delivers results like site visits, sign-ups, or purchases.
This partnership merges two clear industry trends: the growing demand for accountability in programmatic campaigns, and the rise of audio as a performance channel, not just a brand play.
“We’re bringing premium audio to the same table as CTV, digital out-of-home, and display—without contracts, without DSP headaches,” said Mike Hauptman, CEO of AdLib. “That’s what today’s marketers want: simplicity and scale without sacrificing control.”
Outcome-Driven Audio Goes Mainstream
Programmatic audio has long been underleveraged—seen as either too hard to measure or too top-funnel to justify heavier investment. Audiohook, however, has flipped that narrative with a model that charges only when a defined action takes place. Now, that model is being placed inside AdLib’s easy-to-use omnichannel system.
The timing makes sense. As more B2B and mid-market advertisers demand performance metrics from every dollar spent, audio can’t afford to lag behind display or CTV. “We’re setting a new standard for how audio fits into accountable strategies,” said Jordan Bentley, CEO of Audiohook.
What Advertisers Get Out of It
- Premium Audio Inventory: Podcasts, streaming music, digital radio—marketers get it all in one place.
- Performance Pricing: Pay only when there’s an actual result, such as a click or conversion.
- Integrated Campaign Management: Run and monitor audio alongside CTV, DOOH, and display with unified reporting.
- Episode-Level Targeting: Precision tools allow contextual audio placements that align with account-based marketing (ABM) goals.
- No Vendor Lock-In: Both companies maintain a platform-agnostic, transparent approach.
Strategic Context: The DSP Shift Continues
This move also highlights a broader shake-up in the DSP space. As advertisers grow weary of rigid DSP relationships, tools like AdLib offer an alternative: composable, independent platforms that don’t require deep tech stacks or long-term contracts to deliver serious campaign muscle.
That, combined with Audiohook’s promise of transparency and real-time optimization, makes this partnership a nod to the future of programmatic—one where outcome trumps output.
By marrying AdLib’s plug-and-play media stack with Audiohook’s results-based audio model, the integration repositions audio not as a nice-to-have, but as a must-have in outcome-driven media plans. For marketers who’ve struggled to tie audio to ROI, this could be the simplification—and sophistication—they’ve been waiting for.
