Last year more than one-third of the U.S. population listened to over 59 billion ad-supported audio streams using digital music streaming services. Today, digital audio streamed on mobile devices represents a $200 million advertising market.

In order to help marketers capitalize on this rapidly growing opportunity, Adobe Advertising Cloud is expanding its cross-channel advertising capabilities with the addition of automated, data-driven buying of digital audio advertising formats on desktop and mobile devices. In collaboration with Rubicon Project, the Global Exchange for advertising, advertisers can now extend their advertising initiatives with the ability to plan and buy media across premium digital audio environments.

By adding digital audio formats to its media planning and buying software, Adobe Advertising Cloud enables marketers to centralize targeting and reporting across devices including desktops, smartphones and tablets and message sequentially across formats, such as an audio ad followed by a video ad to move consumers down the funnel along the path to purchase. Advertisers can also leverage Adobe Advertising Cloud’s native integration with Adobe Analytics Cloud to layer first- and third-party data to target behavioral, demographic and geographic audience segments, and receive Nielsen-verified audience reporting on consumer’s age and gender.

“Digital audio has exploded as a uniquely differentiated channel that gives advertisers opportunity to target users not just based on their demographic or psychographic profile – but how they feel at a specific moment in time,” said Brett Wilson, vice president and general manager, Adobe Advertising Cloud. “This collaboration with Rubicon helps move Adobe Advertising Cloud one step closer towards our goal of helping marketers unify their advertising spend holistically across every channel.”

“We are thrilled to be working with Adobe Advertising Cloud to give marketers the premium quality inventory and reach they need across all creative formats worldwide,” said Amy Coveny, Global Head of Audio, Rubicon Project. “And with consumers flocking to mobile in-app audio, we are pleased to automate the buying and selling of today’s most in-demand advertising units.”