SoundCloud is to introduce programmatic advertising to its audio platform, in partnership with Rubicon Project. Rubicon Project called the audio ads “an important component for how we talk to users in the future”. The service will use targeting to reach its 175 million users in the US, UK, Ireland, France, Australia, New Zealand, Canada, and Germany. The use of programmatic on audio services is becoming more and more popular, with Pandora and Spotify recently implementing the technology as it often leads to higher engagement than visual ads since listeners cannot listen to something else at the same time. SoundCloud said that it was “making it easier than ever for advertisers to share their messages with the right person, at precisely the right time”.