WPP’s Data Alliance has announced a global partnership with Spotify for collaboration in data, insights, creative, technology, innovation, programmatic solutions, and new growth markets.
The multi-year deal means WPP now has access to the unique listening preferences and behaviours of Spotify’s 100 million users in 60 countries.
Specifically, WPP operating companies will get first-mover access to Spotify’s mood data via Wunderman’s ZiplineTM Data Management Platform, as well as unique access to Spotify’s data on connected device usage.
WPP operating companies will also be launch partners for audio programmatic marketing platforms through AppNexus, and will be the premier launch partner to Spotify in select new launch markets.
Furthermore, WPP operating companies will enjoy visibility into Spotify’s product roadmap and access to beta testing, while GroupM will receive an “exclusive infusion” of Spotify data into LIVE Panel via Lightspeed Research, which this includes Spotify’s internal audience segmentation study.
WPP’s Data Alliance chief, Nick Nyham, said it is not about just having data anymore.
“It’s about finding new ways to create connections through emotion,” he said.
“WPP and Spotify are humanising ‘quant’ data by harmonising it with music preferences as a new window into the mood and emotion of global audiences during daily moments.”
Harvey Goldhersz, CEO of GroupM Data & Analytics, said the insights developed from Spotify’s behavioural data will help the company’s clients realise a material marketplace advantage, aiding the delivery of ads that are appropriate to the consumer’s mood and the device used.
“Additionally, when connected to all of the other consumer data we are able to gather from hundreds of sources, this will enhance our ability to have the most complete consumer view in order to help marketers achieve successful outcomes,” he said.
Spotify’s vice president and global head of agency partnerships, Alex Underwood, said the partnership lays the foundation for a long-term strategic alliance between the streaming giant and WPP.
“This partnership will drive mutual growth and enable us to further unlock the power of technology, creativity and music data for brands,” he said.