Spotify officially launches global programmatic ad offering – RAIN News
Spotify, which has strengthened and promoted the advertising opportunity of its free-listening service over the past year, today announced the expansion and official launch of programmatic buying across the company’s 59 markets, serving 70-million listeners.
Spotify is partnering with programmatic pioneer AppNexus, ad-tech company Rubicon Project, and buy-side platform The Trade Desk to execute the private buying marketplace. Advertisers have 15- and 30-second audio spots at their disposal. Real-time bidding is supporting.
Spotify’s Big Data operation is woven into the platform as a key value. Advertisers can access the company’s first-party understanding of users, with targeted segments including the basics of age, gender, and location, in addition to language and a range of behavioral segments that Spotify has carved out across brand verticals. The first-party information, culled from user input on the platform, is supplemented by third-party data providers. Spotify had already offered advertisers daypart segmenting, device-specific delivery, and re-targeting/sequential messaging.