Spotify Goes Programmatic, Allows Playlist-Based, Real-Time Targeting

What Happened
Spotify is stepping up its ad game as it announced the launch of programmatic audio ads earlier today. The popular streaming service is partnering with three programmatic platforms – AppNexus, Rubicon Project, and The Trade Desk – to give brands access to over 70 million global users on its ad-supported free tier via real-time bidding. Along with that launch, Spotify is also offering ad buyers access to its demographic data and playlist data, allowing for real-time targeting based on age, gender, location, and even the playlists people are listening to.

What Brands Need To Do
With the programmatic ad platform, Spotify rounds out its programmatic ad offerings across audio, video, display ads. Allowing brands to target based on demographics and listening habits also opens up new opportunities for tailoring ads that match the audience behaviors and interests their playlists suggest. For example, a fitness brand can surface ads for listeners who played “workout” playlists, whereas a mattress company may choose to target users who listened to “insomnia” playlists.


Source: AdWeek