Spotify acquires MightyTV

Spotify acquires MightyTV

Spotify has acquired MightyTV – a startup linked to a content recommendation app that has been likened to "Tinder for television". The platform, which is connected to streaming services like Netflix and HBO Go, presents users with suggested shows for them to watch on TV. They can swipe through them, logging what they liked to help refine algorithm-powered tips in future.

MightyTV will now be integrated into the Spotify platform to boost its smart / programmatic ad tech. By enabling users to choose which marketing they enjoy, goes the theory, Spotify will be able to serve similar targeted commercial content to individual customers – and therefore present better value to advertising partners.