The future of voice search in programmatic ads

Beyond the click — toward a more conversational programmatic era

Voice interaction isn’t just a tech trend anymore — it’s become part of everyday behavior and a rich source of intent-driven data for programmatic advertising. People aren’t just tapping and typing — they’re speaking. They ask questions, order products, check store hours, and search locally, all with their voice. And every one of those interactions carries high-value signals that programmatic platforms are just beginning to tap into.

In this article, we take a closer look at how voice is quietly but powerfully reshaping programmatic from the inside, influencing everything from data activation and attribution to creative formats and backend integration. This isn’t a primer on what programmatic is — we know you’re already deep in that world — but rather an exploration of how voice is changing the way you build your stack, define targeting, and make media buying decisions.

Deeper, more contextual intent signals

Voice queries aren’t just longer — they carry richer intent and a lot more semantic detail. Take this example:

“I want to order a large pepperoni pizza and a Coke for tonight.”

This isn’t just a simple search; it’s a clear, high-intent request that includes the product, size, an add-on, and the intended time.

For programmatic strategies, this translates into:

More actionable signals right at the top of the funnel.
The ability to create audiences based on genuine, immediate intent.
A growing need to use Natural Language Processing (NLP) to analyze and organize this data in real time.

New environments, new formats

Voice-first platforms — like smart speakers, mobile assistants, and in-car systems — come with their own unique challenges and opportunities. Traditional display ads often don’t fit, opening the door for new kinds of advertising approaches, such as:

Programmatic audio ads on platforms like Spotify, Amazon Music, and iHeart
Sponsored responses embedded within voice assistants or skills
Conversational experiences that gather first-party data in real time

The shift goes beyond formats — it’s about changing the role of advertising itself. Instead of interrupting users, we’re moving toward becoming an integrated part of the conversation.

Attribution without clicks: New KPIs

Voice interactions don’t leave the usual click trails. So how do we measure conversions that begin with commands like:

“Alexa, find running shoes for men”?

This calls for a new approach to attribution. Key metrics to focus on include:

Time spent within a voice skill
Completion rates of voice commands
Repeat engagement from voice users
Cross-device conversions (for example, voice search leading to a mobile purchase)

The way forward is to combine first-party data, conversational analytics, and more flexible, non-linear attribution models.

The technical stack: voice-ready infrastructure

Voice-first programmatic activation only works with aligned architecture. Here’s how the stack typically looks:

CPD/DMP: Collect and classify voice data (intent, product, context)
DSP: Activate those segments in audio, display, or contextual placements
NLP Engine/API: Interpret user queries and translate into structured data
Creative platform: Produce natural, personalized, voice-adapted messages.

Real-World case: Domino’s Pizza (2024) – Voice ordering + programmatic activation

In 2024, Domino’s upgraded its voice assistant “Dom” across Alexa and Google Assistant. Users could place an order simply by saying:

“Alexa, order a large pepperoni pizza from Domino’s.”

They launched programmatic audio campaigns targeting users who had interacted via voice or expressed relevant intent.
They funneled voice-based behavioral signals into their CDP to generate custom segments.
They measured success not by clicks, but through voice order growth and repeat purchases.

Final thoughts: Programmatic gets more human

Voice doesn’t replace digital — it makes it more human. It challenges us to create smarter, real-time interactions and to look beyond clicks when measuring success.

For programmatic professionals, this means:

Embracing voice signals as meaningful inputs for targeting
Rethinking customer journeys with voice as the entry point
Shifting from pure performance KPIs to engagement-driven metrics

Ready to integrate voice search advertising into your programmatic strategy? We are here to help. Whether it’s building a technical activation checklist, customizing DSP workflows, or adapting your creative approach for conversational formats.

Let’s map it out together.