Programmatic audio’s growth trajectory is promising, but podcasting still faces hurdles. Most podcast ads are still host-read and baked-in, limiting scalability. However, dynamic ad insertion is rising, accounting for 92% of podcast ad revenue in 2022. This shift opens the door for programmatic growth in 2024 and beyond. Industry leaders believe automation will double again, particularly as brands seek measurable and contextually safe environments. Challenges like streaming delays and measurement gaps persist, yet SSPs and DSPs are evolving fast. If infrastructure continues to improve, programmatic audio may finally break through and earn a bigger share of the digital pie.