Spotify expands access to its ad inventory with Amazon and Yahoo

Spotify has expanded advertisers’ access to its ad inventory today (1 October) through new partnerships with Amazon and Yahoo.

For the first time, brands using Amazon DSP will be able to access Spotify’s audio and video inventory, and those using YahooDSP will now be able to directly access its programmatic buying platform Spotify Ad Exchange.

Access via Amazon DSP will be available immediately across nine major markets: the US, UK, Germany, France, Italy, Spain, Brazil, Canada and Mexico.

In Europe, advertisers will also be able to access enhanced addressability for programmatic campaigns through a partnership with ID5.

Meredith Goldman, director, Amazon DSP at Amazon Ads, said: "By combining Amazon's diverse audiences and first-party signals with Spotify's high-quality content and engaged fan base, we're creating new and meaningful ways for advertisers to amplify their omnichannel advertising strategies by leveraging a deeper level of insights only available through Amazon DSP. Amazon DSP now has unprecedented scale across Amazon owned and operated and open internet audio supply, allowing us to set new standards for holistic campaign planning and activation – all in one place.”

Next year, Spotify has announced it will expand access to its Spotify Ad Exchange to publishers on its podcast hosting platform, Megaphone.

The streaming platform also said it would be partnering with Smartly to expand access to its inventory to more advertisers and confirmed its upcoming Split Testing tool to trial different creative elements on the platform.

Brian Berner, global head of advertising sales and partnerships at Spotify, said: “We’ve been hard at work enhancing our automated buying channels to make it easy for advertisers to buy, create, and measure on Spotify. With these latest updates, we’re bringing even more flexibility and control for advertisers, enabling them to effectively reach our highly engaged global audience and drive impact with their campaigns.”