Audioboom has unveiled its programmatic ad platform. Showcase launches with a network of international sales partners and connections to 25 demand side platforms (DSPs) and their roster of more than two thousand advertisers. It’s a move that Audioboom has said is going to help ramp up advertiser interest shows beyond the top 250.

Showcase will allow advertisers to build and submit campaign requests directly to Audioboom’s marketplace through a newly launched self-serve dashboard. At launch more than 250 million impressions will be made available to buyers each month thanks to Audioboom’s more than 30 million monthly active users each month and alliances with publishers in Canada (Rogers), the U.K. (MAPP), Australia (ARN) and southeast Asia (Ideabrew) to sell their inventory to buyers. It says it will allow brands to target their campaigns to content genre, location, keywords, and listener demographics.

“This will allow buyers and advertisers to come directly to Audioboom to plan and create their advertising campaigns,” said CEO Stuart Last on the company’s recent quarterly earnings call. And for publishers, he said it will help monetize more of their content, especially for mid-tier shows. “This is really going to ramp up the second tier of podcast advertising,” Last predicted.

Not all of Audioboom’s inventory will be sold via Showcase. It will still offer a premium network, in which the hosts on its top 250 podcasts deliver brand endorsements natively, and Showcase, which utilizes dynamic ad insertion to deliver pre-produced advertising at scale. 

“Showcase is the next stage in our goal to simplify podcast advertising for creators and brands, while delivering the scale and efficiency that marketeers require,” said Last. “Our marketplace consolidates the demand side and consolidates the supply side, utilizing our best-in-class ad tech to deliver incredible value to both sides.”

Audioboom says Showcase will work seamlessly with its proprietary inventory creation tool AdRip, which launched in July. It allows baked-in ads in the company’s back catalog to be stripped out and resold after 90-days and the ability to insert new ads. The company says the proprietary technology created about 40 million additional ad impressions in the third quarter and it credited AdRip for a 161% year over year increase in revenue during the third quarter.