Today brings an announcement from AdsWizz that it has obtained a partnership with demand-side programmatic buying platform RTBiQ. The alliance leverages AdWave (the audio advertising platform owned by AdsWizz) to bring digital audio ad inventory to RTBiQ’s buyers.

RTBiQ is a cross-category marketplace, meaning that it allows advertisers to plan and buy campaigns that stretch across website display, video, and now audio.

“We are thrilled to launch this partnership with RTBiQ to offer their advertisers the ability to access digital audio inventory at scale across the leading publishers,” said Alexis van de Wyer, CEO of AdsWizz.

The word mobile is important in this announcement. RTBiQ is a cross-device market, meaning that it offers advertising in computers, phones, and tablets, but markets itself as mobile-first. AdsWizz promotes the fact that nearly half of AdWave inventory is mobile. One key feature of programmatic advertising is the capacity to target consumers individually based on demographics and other characteristics, and the ability to track those anonymous identities across the devices that people use.

“We are proud to partner with AdsWizz to be the first mobile-centric DSP to help our marketers apply the superior audience targeting, optimization and attribution capabilities of real time bidding to the uniquely impactful medium that is digital audio,” said Richard Lowden, CEO of RTBiQ.