Spotify allows tracking of impressions, reach and audience data on podcast ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 09, 2020, 2:58 AM UTC

So far, the lack of targeting and reporting data is keeping many brands away from investing in podcast ads.

Spotify has rolled out new marketing tools which will help advertisers view impressions, frequency, reach and audience demographic information for podcast advertisements. Support for the new tools is provided by Spotify’s new podcast ad technology, Streaming Ad Insertion (SAI).

SAI leverages logged-in audience’s data together with its streaming audio service. Audiences moving from downloading via RSS to streaming content is letting companies have access to extract information on their listening habit.

The article informs that publishers and advertisers will have access to real-time ad impression data, reach, frequency and anonymised audience information. Spotify’s move brings in more transparency and can help attract new advertisers.

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