Amazon Ads has struck a major partnership with Spotify, bringing its programmatic capabilities to the platform’s premium audio and video inventory for the first time in Australia.
The integration allows advertisers using Amazon DSP to tap into Spotify’s global audience of 751 million monthly users, combining the streaming giant’s engaged listenership with Amazon’s vast pool of shopping, browsing and viewing signals.
For Australian marketers, the move signals a significant step forward in the maturity of the local programmatic and audio advertising ecosystem – bringing together two of the most powerful data environments in media today.
A major leap for Australia’s programmatic maturity
While the partnership is global, its arrival in Australia is particularly notable for a market still grappling with fragmentation across channels, identity and measurement.
By plugging Spotify’s inventory directly into Amazon DSP, advertisers can now execute omnichannel campaigns spanning audio, video, connected TV and display—within a single buying platform. More importantly, they can do so with closed-loop measurement capabilities that tie media exposure back to real outcomes.
Willie Pang, GM of Amazon Ads, said the integration strengthens Amazon’s position as a full-stack media partner.
“Amazon DSP offers a truly omnichannel solution for Australian advertisers—spanning Connected TV, display, and audio across the Amazon canvas and the open internet,” he said.
The addition of Spotify’s inventory effectively fills a long-standing gap in scalable, high-quality programmatic audio in Australia—while also elevating audio’s role in full-funnel media strategies.
What does this mean for advertisers?
For brands and agencies across the country, the partnership is less about incremental reach—and more about precision and performance.
Spotify’s logged-in, highly engaged audience can now be activated using Amazon’s first-party data signals, allowing advertisers to target users based on real purchase intent, not just demographics or contextual cues.
That has major implications for how audio is planned and measured in Australia.
Liam Hickey, Head of Automation, JAPAC at Spotify, said the move is designed to give advertisers more control and flexibility.
“By bringing our audio and video inventory to Amazon DSP, we’re making it easier than ever for Australian advertisers to reach our highly-engaged global audience,” he said.
The integration also leans heavily on Amazon’s AI and clean room technology, enabling advertisers to plan, activate and measure campaigns within a single environment—while maintaining privacy-safe data collaboration.
For the local market, it marks a shift toward more accountable, performance-driven audio—transforming it from a traditionally upper-funnel channel into a measurable, conversion-driving touchpoint.
