Spotify Expands Automated Podcast Buying

Note: This isn’t a press release, but a note sent to Podnews for coverage.

As we recently shared at our inaugural Spotify Advance event, we’re making it easier than ever for advertisers to buy, create, and measure on Spotify. Today, we’re building on those announcements as we continue to invest in our automated buying channels. With Spotify Ad Exchange and Spotify Ads Manager, we’re giving advertisers the flexibility and control to buy in whatever way works best for them.

What’s New

Access to Podcast Ad Inventory: As podcasts continue to grow on the platform, Spotify is simplifying how advertisers tap into its engaged audience of around 170 million monthly podcast listeners and nearly 7 million podcast titles worldwide. Starting today, advertisers can reach podcast listeners through both automated buying channels:

• Spotify Ads Manager: Our self-serve ad platform now gives advertisers of all sizes in the US, UK, Canada, Australia, Germany, France, Spain, and Italy direct access to premium podcast ad inventory from Spotify’s Original & Licensed podcasts, as well as podcasts on Spotify’s Audience Network. This includes well-known shows like The Comment Section with Drew Afualo, Science Vs, The Rest is Football, and The Ringer NBA Show.
• Spotify Ad Exchange: For programmatic buyers in the US, UK, Canada, Australia, India, Germany, France, Spain, Italy, Sweden, Brazil, and Mexico, our Ad Exchange now provides access to Spotify’s premium podcast ad inventory through industry-leading partners including The Trade Desk and Google Display & Video 360, with more DSPs coming soon.

Expanded Reach: Our partnership with Magnite is now live, enabling even more advertisers to access Spotify Ad Exchange and our premium, multi-format inventory through an expanded set of DSPs.

Since announcing Spotify Ad Exchange in April, we’ve seen a 64% increase in the number of advertisers using SAX. Brands like Instacart and Luxottica are already seeing success:

“The merging of AI from a script perspective and then being able to run that more efficiently with SAX has allowed us to unlock so much more of our brand. We’re seeing double-digit efficiency in our cost per store visit, as measured by a third-party partner.” — Caroline Proto, Director, Global Media, EssilorLuxottica, speaking at Spotify Beach, Cannes Lions

“We know that automation is table stakes for any ad platform looking to compete today. That’s why we’ve been hard at work enhancing our automated buying channels. As we continue to modernize our ad tech, I’m thrilled to share that our premium podcast ad inventory is now available via Spotify Ad Exchange and Spotify Ads Manager – giving advertisers the control and flexibility they need to reach our highly engaged podcast audience.” — Chloe Wix, Spotify’s Global Head of Ad Product and Commercial Growth