Spotify has announced it is modernising its advertising capabilities, in a bid to make it easier for advertisers to buy, create, measure, and get clear results on Spotify’s ad platform.
At the core of this update is Spotify Ad Exchange (SAX), a new programmatic offering that allows advertisers to reach Spotify’s engaged, logged-in users through real-time auctions.
SAX offers advertisers flexibility in how they buy ads on the platform. Following a successful pilot in the US, Australia, and Canada, SAX is now available, via The Trade Desk and Google DV360 who have access to Spotify’s suite of audio, video, and display formats. Podcasts will also be included in the near future.
Evolving platform
Liam Hickey, Head of Automation, JAPAC at Spotify, highlighted the industry shift toward automation, stating:
“The advertising industry is rapidly shifting towards automation, with programmatic and self-serve platforms driving display and video ad spend. As Spotify continues to grow, we’re helping brands embrace more outcomes-driven, omnichannel strategies.
“Through Spotify Ad Exchange, we’re evolving our platform to make advertising more automated, competitively priced, and addressable—putting outcome-based audio and the right formats at advertisers’ fingertips. At launch, we’re partnering with industry-leading DSPs like The Trade Desk and DV360, providing seamless access to high-quality inventory across music, with podcasts coming soon.”
Spotify is also enhancing Spotify Ads Manager, its self-serve advertising platform, with improved targeting, new first-party and third-party measurement tools, and outcome-based objectives. These updates include Spotify Pixel, Custom Audiences, and third-party partnerships designed to help advertisers optimize and measure campaigns more effectively.
In-house consultancy
For brands looking to create compelling content, Spotify AUX, the company’s in-house consultancy, provides expertise in music, podcasts, culture, experiential marketing, and content production. Spotify AUX connects brands with artists, creators, and fandoms to deliver innovative advertising solutions.
To further support advertisers, Spotify has introduced new measurement tools tailored to the platform, including updates to Spotify Brand Lift and the integration of Spotify Pixel into Ads Manager. Additionally, Spotify is expanding partnerships with DoubleVerify, IAS, The Trade Desk Unified ID 2.0, LiveRamp’s RampID, and Google’s PAIR to enhance third-party measurement capabilities.