Spotify acquiring Chartable and Podsights is appealing to creators, advertisers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 17, 2022, 2:30 AM GMT+0

As a result of these acquisitions, it will be easier for publishers to access and put audience data into action and grow listenership.

Chartable and Podsights, two of the most well-known podcast marketing and ad attribution companies, will be acquired by Spotify, according to the latter’s recent announcement. While the deal price hasn't been revealed yet, this is Spotify's first large acquisition in 2022.

Podcasters and networks can use Podsights and Chartable to insert tags into their shows and track users who listen to their podcasts and ads, and identify users who acted upon them. The acquisition can help Spotify attract both creators and advertisers.

Spotify intends to use Podsights' technology beyond podcasting to include “audio ads within music, video ads, and display ads.” With technology like SmartLinks, Spotify's Chartable acquisition seems to be more geared towards podcasters than advertisers.

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