Spotify to Use Playlists as Proxy for Targeting Ads to Activities, Moods
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As interested as advertisers may be in marketing to people based on the genre of music they’re listening to, Spotify thinks brands may be more interested in advertising to people based on what they’re likely doing while listening to that music.
Through its first-party data and its March 2014 acquisition of music analytics service The Echo Nest, Spotify has been digging into the 1.5 billion playlists the company and its more than 60 million active users have created. The goal: to infer the context in which people are listening to the playlists, like whether they’re working out, hosting a barbecue or are in a happy mood.
“We’ve been able to aggregate this idea of launching playlists as a proxy for the activity or mood you’re in,” said Spotify’s VP-North America advertising and partnerships Brian Benedik, who noted that the streaming music service has roughly 400,000 playlists related to barbecues.
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