The arrangement will allow advertisers to reach SoundCloud’s millennial and Gen Z audience by accessing 15 and 30-second pre-roll and in-feed audio and video spots, either through open marketplace bidding or private deals.

Buyers can target inventory based on age, gender, geography, preferred genre and device type.

Chris Blackburn, head of global sales and partnerships, SoundCloud, said: “SoundCloud has a community of highly engaged and influential taste-makers 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.”