Spotify Boosts Audio Programmatic With New Ad-Tech Deals
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Spotify is making its audio ad inventory available to programmatic buyers in its latest effort to capture new ad revenue and make it easier for advertisers to target users listening to music on the go.
The music streaming giant has struck deals with Rubicon, The Trade Desk and AppNexus to make its mobile audio inventory available for purchase in near-real time, through private digital marketplaces. That means an ad buyer can now tweak and serve audio creative to a user based on what they know about the user — listening habits and log-in data from Spotify and first-party data from a client, for example — in a matter of milliseconds. The transaction is automated, and buyers and traders can bid on Spotify’s audio inventory, alongside display and video inventory, in an auction-like environment.
Previously, the company sold audio ads through audio-only ad exchanges at a fixed price, and completed transactions through manual insertion orders.
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