Donna Bogatin at Digital Micro-Markets has explained the working of Google Audio Ads. The PowerPoint slides give an insight on how Google would bridge the gap between advertisers and consumers. It also explains how they deliver ads to the radio.
According to the post, four steps on how Google delivers radio ads are:
Step 1) Station inventory management system and studio log.
Step 2) Google links electronically with stations to search for inventory that fits advertiser criteria.
Step 3) Inventory is paired with advertiser requests.
Step 4) Google delivers automated order to radio station and reserves inventory.
Google aims to build out a vast audio footprint and claims impressive stats:
4200 stations targeted
Coverage in 19 of the top 25 markets