Spotify Doubles Down on Programmatic Audio, Podcasts Next

Published on July 14, 2025

Snapshot
Spotify is expanding its programmatic ad capabilities with the rollout of its Spotify Ad Exchange, now offering open-marketplace bidding through platforms like The Trade Desk and Google DV360. The exchange currently supports music and video, with podcast inventory expected to be added soon.

Spotify’s head of global ad sales, Brian Berner, emphasized that marketers are demanding more flexibility and quicker turnaround than traditional ad buying models allow.

The platform’s ad tech is designed to optimize ad formats (audio, display, or video) based on whether users are watching or listening. While brand-safety concerns once plagued podcast advertising, Berner said that recent partnerships with verification providers like IAS have improved confidence. Podcasting is still seen as a young format with room for growth, both in content and tech sophistication. Creators are learning to tailor strategies specifically for audio rather than just repurposing social content.

 Measurement remains a sticking point, especially for downloaded content, but Spotify is pushing for more streaming-based podcast consumption to allow better ad tracking. Streaming Ad Insertion (SAI) is key to this evolution, as it allows real-time targeting and reporting. Brands are working with Spotify to compare campaign performance across formats, pushing the platform to keep innovating in measurement tools.

Full story: Marketing Brew

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