Open audio platform SoundCloud has announced a partnership with independent advertising technology company AppNexus.

Under the terms of the partnership, SoundCloud’s audio and video inventory is now available programmatically via the AppNexus Marketplace.

Buyers can access 15 and 30-second pre-roll and in-feed audio and video spots from SoundCloud through open marketplace real-time bidding or through private deals.

With demographic, behavioral, and contextual targeting, buyers can target SoundCloud’s inventory based on age, gender, geography, genre, and device type.

This allows advertisers to reach users with particular habits, sound affinities and tastes that align with their target and connect with them at the right moment and wherever they may be.

Chris Blackburn, head of global sales and partnerships at SoundCloud, said: “As the first place for listeners who want to discover what’s new and next in music, SoundCloud has a community of highly engaged and influential tastemakers, and we want advertisers to be able to reach this audience through easy, full-service solutions.

“We’re eager to leverage the strength of AppNexus’ global multi-format open marketplace and robust technologies to deliver a new solution to advertisers as we continue to expand our programmatic offering.”

AppNexus president Michael Rubenstein said: “AppNexus is thrilled to partner with SoundCloud as it continues to evolve its programmatic business.

“Audio and video formats present a compelling opportunity for advertisers, who will now be able to reach SoundCloud’s community of young influencers and engage them with targeted advertisements through the AppNexus Marketplace.”