News - 22/07/2016

Spotify is giving brands the opportunity to automatically target individual listeners with 15 and 30-second ads

Spotify is giving brands the opportunity to automatically target individual listeners with 15 and 30-second ads

Spotify has adopted a "programmatic audio advertising" program through a new deal with ad marketplace owner Rubicon Project, in addition to fellow programmatic specialists AppNexus and The Trade Desk. Essentially, now advertisers will be able to target their audience on Spotify using the data combining users' age, gender, music taste and specific playlists. To achieve this, Spotify gave Rubicon access to its wealth of data across 70m+ free users.

So, practically, brands and agencies will be asked to bid for ad slots in real time within private marketplaces and the industry-standard matrix Deal ID – clearly an attempt by Spotify to drive up the cash it’s receiving from its typical ad deals.

Brian Benedik, Global Head of Sales, Spotify commented:

We are extremely excited to be partnering with Rubicon Project to make our premium inventory available in an automated fashion, providing advertisers the ability to deliver ads in real-time to more than 70 million registered Spotify users whether they are commuting, at work, at the gym, at home, or wherever they regularly consume audio content.

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