Global media buying platform The Trade Desk (TTD) has announced it is now offering the ability for media buyers in the Asia-Pacific region to purchase digital audio inventory, and has secured a key partnership with Spotify.

TTD’s integration with the Swedish music streaming giant will give brand advertisers the ability to target their audience based on specific moments such as ‘commute’, ‘workout’ and ‘party’ in real time and in-stream.

Spotify’s head of business marketing for the Asia-Pacific region, Joanna Wong, said the new partnership is part of its plans to give brands the tools to create more meaningful marketing.

“As our listeners are generally a lean-forward group, they are engaged with the music and are always searching, discovering new music and curating playlists,” she said.

“As a result, we are constantly looking at ways to keep our listeners engaged, even with an audio advertisement.

“We are excited to be working with TTD, as this added offering of programmatic inventory will definitely enhance the listener’s ad-supported listening experience, and the partnership will help brands use our platform to tell their story.”

TTD’s senior vice-president for Asia, Matt Harty, said the company’s programmatic audio offering would expand to include inventory alliances with other music streaming providers.

“Music streaming is booming across the region and we are already seeing big brands jump on board,” he said.

“We believe audio will make one of the fastest transitions to programmatic [advertising] of any medium we have seen.”