SoundCloud (unsurprisingly) picks AdsWizz for exclusive ad-repping in 14 Euro markets

AdsWizz is trumpeting a major get — Berlin-HQ’d global streamer SoundCloud has chosen the U.S.-HQ’d global ad-tech company AdsWizz to exclusively represent digital audio ad sales in significant European markets. Specifically, in Ireland, France, Germany, the Netherlands, Belgium, Italy, Portugal, Spain, Switzerland, Austria, Denmark, Finland, Norway and Sweden.

This deal has an in-house feeling; AdsWizz is a subsidiary of Pandora, which is owned by Sirius XM, which also owns 30% of SoundCloud.

If the region list seems to be conspicuously missing the UK, that’s because DAX handles representation there. That deal was signed in October, 2018, along with an agreement giving sales rights for the U.S. to Pandora. (See HERE for those details.)

Advertisers now have the option of targeting SoundCloud’s inventory specifically or, in certain markets, through the AdsWizz Marketplace. Access to SoundCloud’s inventory can be made via the AdsWizz Audio Buying Platform, an audio-centric DSP, or through any major omnichannel DSP. We are told the AdsWizz Marketplace reaches over 100 million unique devices every month around the world, and targets by geo, device type, genre, language, weather, points of interest, demographic, behavioral segments and more.

“Through AdsWizz, we’re making it easier for European brands to reach our audience of music fans across local markets,” said Vanessa Baria, Vice President of Partner Management, SoundCloud. “The agreement leverages AdsWizz’s advanced audio ad technology, giving us access to their deep sales capabilities and global reach to support the continued growth of our ad supported service across Europe.”

“During the global pandemic, the growth of audio listening has accelerated worldwide,” said Pierre Naggar, Senior Vice President of Global Demand, AdsWizz, and RAIN Summit speaker. “As digital audio becomes ubiquitous, advertisers are looking for ways to reach listening audiences at scale with precise targeting and measurable results. Additionally, premium publishers like SoundCloud are looking to integrate an ad solution that can support their free services while maintaining a positive listening experience. This agreement between AdsWizz and SoundCloud delivers both of those needs through an advanced, yet accessible platform.”


Brad Hill