As digital audio solidifies its place in our daily routines - from soundtracking our commutes, powering our workouts, and filling our quiet moments at home - brands are seeking smarter ways to connect with these increasingly engaged listeners. We're seeing a surge in podcast content and engagement, the rise of audio as a key source for political discourse (the 'Podcast Election'), and the continued proliferation of smart speakers creates a powerful source of audience engagement for brands. This session will discuss the strategic advantage of programmatic audio and showcase how Entain partnered with AdsWizz and Veritonic on a brand lift study to measure the impact that podcast ads had on driving awareness and favorability of their brand, Bwin.