A new report indicates that programmatic audio is graduating from “test” budgets to a primary line item for major marketers in 2026. The 2026 State of Programmatic study found that while overall programmatic growth is stabilizing, buyers are increasingly funding audio campaigns by reallocating dollars from traditional linear TV and radio budgets. The data reveals that 58% of marketers plan to increase their programmatic investment this year, with a strong focus on “contextual targeting” to navigate privacy regulations.
For local radio sellers, the report offers a mixed forecast. While the shift confirms the value of audio, it also highlights a migration of dollars away from direct spot buys toward automated marketplaces. The study noted that “Radio” was the most frequently cited source of funds being diverted to fuel this programmatic growth. However, this trend also presents an opportunity for stations to monetize their digital streams. The report suggests that broadcasters who make their inventory available through private marketplaces—rather than just open exchanges—can capture these shifting dollars by offering advertisers the high-quality, brand-safe environments they are increasingly demanding.