AppNexus, the world’s leading independent advertising technology company, has announced a partnership with Spotify to enable programmatic buying across Spotify’s global audio inventory.
Under the terms of the partnership, buyers will be able to upload audio creative and purchase inventory using AppNexus’ Programmable DSP, which supports all digital media types including display, mobile, native, audio and instream and outstream video. The deal represents ongoing momentum in the adoption of AppNexus’ Publisher Suite by premium content producers that require a real-time, open and independent monetization solution.
“AppNexus is thrilled to be a key partner to Spotify as it extends into programmatic audio,” said Michael Rubenstein, the president of AppNexus. “The AppNexus Publisher Suite is built exactly to help companies like Spotify to maximize monetization across all inventory formats – display, native, video, and audio.”
According to Statista, there were 208 billion on-demand music streams in the first half of 2016, with 97% growth over the first half of 2015, and $2.4 billion in revenue in 2015. Audio formats offer distinct advantages to advertisers, including the ability to reach users in an environment without competition for listener attention and immunity to ad blocking.
Another key opportunity for marketers is the ability to reach mobile consumers in scenarios that do not allow for visual advertising engagement such as driving, walking, exercising, and working. Nielsen estimates that 79 per cent of audio consumption takes place while people are engaged in activities that make it impossible for them to engage with visual media.
AppNexus’ audio capabilities, currently in closed Beta, enable advertisers to easily upload VAST audio files within the Console interface using any .wav, .mp3, or .ogg audio file. The input audio is then transcoded into multiple formats and bit rates and served via Content Delivery Network (CDN). Buyers can access supply from Spotify through private deals to leverage the seller’s unique data offerings. Buyers using AppNexus’ Console will have access to the same tools they use today for their display and video buying.
“Spotify is taking the lead on enabling programmatic buying for audio by leveraging our powerful data and user insights in real-time,” said Brian Benedik, global head of Sales, Spotify.
“AppNexus’ platform and robust technology allows us to make our inventory and data available in a secure environment and provides direct access to the largest buyers in the world.”