Australian advertisers buying through Amazon DSP can now place audio ads across Spotify’s podcast network via the Spotify Ad Exchange.
It comes after the channel previously carried only music-related audio and video inventory.
Spotify’s podcast network reaches a largely distinct audience from ad-supported music, Spotify said. Advertisers already buying music inventory can layer on podcasts to extend their campaigns to an almost entirely new set of listeners.
Meanwhile, 47 per cent of podcast listeners aged 12-34 have said Spotify is their preferred podcast platform, which opens up a bigger audience that brands can now reach through Amazon DSP for the first time.
By connecting directly to the Spotify Ad Exchange, advertisers now have a more transparent and efficient path to Spotify’s inventory, reducing intermediaries and giving buyers greater visibility into where media dollars are spent.
This update also expands the integration to new markets. Advertisers in Australia and Japan can now access Spotify inventory across audio and video, with video also available in India.
Beyond PMP deals across music and podcast inventory, advertisers now have access to Programmatic Guaranteed (fixed CPMs and Spotify first-party audiences for audio and video) and Open Auction (for video) on music inventory.
“As the advertising industry moves rapidly toward automation, brands are looking for smarter, outcomes-driven ways to reach audiences,” Liam Hickey, head of automation JAPAC at Spotify said.
“Expanding our Amazon DSP integration to include podcasts, alongside introducing new audio and video inventory to markets including Australia represents a massive leap in flexibility for programmatic buyers. We’re giving advertisers a transparent, direct route to scale their campaigns across both music and podcasts effortlessly.”
Chris Conetta, director, Amazon DSP Supply added Amazon DSP is “making it easier for advertisers to access premium audio inventory with precision and full buying flexibility across open market, curated, and guaranteed deals to build omnichannel campaigns that can be continually optimised to reach relevant audiences”.
“By connecting Amazon DSP advertisers directly to Spotify’s premium inventory and engaged audiences — now including podcast ads — we’re giving brands more ways to interact with consumers across audio and video, with the transparency and performance insights, to drive performant business outcomes,” Conetta said.
