Spotify launches an audio ad marketplace

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2021, 4:49 AM UTC

Positioned as a “game-changer”, The Spotify Audience Network will let advertisers engage listeners on and off the app.

With Spotify planning to monetise podcasts, the company announced plans to launch an audio advertising marketplace. Dubbed The Spotify Audience Network, it can help advertisers reach listeners across Spotify’s own Originals and Exclusives and podcasts via Megaphone.

Advertisers can use the audio ad marketplace to access the ad creation tool “Anchor” and reach listeners of its ad-supported music. The company also plans to offer podcasts in a beta test phase on Spotify Ad Studio, including Spotify Originals and Exclusives in the US.

The Spotify Ad Studio is currently used by advertisers across 22 markets since its launch in 2017. Spotify’s recent acquisition of Megaphone will help scale its Streaming Ad Insertion (SAI) tech. SAI will be available to Megaphone podcast publishers and “leading” Anchor creators.

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