Spotify has expanded advertiser access to its global ad inventory through new partnerships with Amazon and Yahoo, strengthening its programmatic advertising capabilities.
The move, announced on October 1, follows Spotify’s upfronts earlier this year and will give brands more opportunities to reach audiences through the platform’s audio and video content.
For the first time, advertisers using Amazon DSP will be able to access Spotify’s audio and video inventory across nine major markets, including the US, UK, Germany, France, Italy, Spain, Brazil, Canada, and Mexico. Yahoo DSP users will now have direct access to Spotify’s programmatic buying platform, Spotify Ad Exchange. In Europe, Spotify is also expanding enhanced addressability for programmatic campaigns through a new collaboration with ID5.
Meredith Goldman, director of Amazon DSP at Amazon Ads, highlighted the benefits of the partnership, stating that combining Amazon’s first-party data with Spotify’s content offers advertisers “new and meaningful ways to amplify omnichannel strategies.” She added that the integration sets a new standard for campaign planning and activation.
Looking ahead, Spotify plans to expand access to its Spotify Ad Exchange to publishers on its podcast hosting platform, Megaphone, beginning next year. The streamer is also collaborating with Smartly to broaden advertiser access and has announced the upcoming launch of a Split Testing tool, allowing brands to test creative variations for performance optimization.
Brian Berner, Spotify’s global head of advertising sales and partnerships, said the updates provide advertisers with “more flexibility and control,” enabling them to better reach Spotify’s highly engaged global audience and maximize campaign impact.
The expansion signals Spotify’s commitment to positioning itself as a leading platform for programmatic and digital advertising worldwide.
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