Advertisers can now buy Spotify podcast ads programmatically through Amazon DSP, significantly expanding the available podcast inventory for brands.
This new integration allows advertisers using Amazon DSP to run audio ads across Spotify’s podcast network via the Spotify Ad Exchange, reaching a large and distinct audience.
According to Spotify, 47% of podcast listeners aged 12 to 34 prefer Spotify as their podcast platform.
The company also notes that 90% of its podcast audience is unique from its ad-supported music listeners, offering advertisers a way to extend campaigns to new listeners who may not be reached through music ads alone.
The partnership now features a direct integration, which reduces intermediaries and provides buyers with greater transparency and efficiency in accessing Spotify’s inventory.
This direct connection is designed to give advertisers more visibility into their media spend and streamline the process of buying podcast and music ads.
The update also broadens the integration’s global reach. Advertisers in Australia and Japan can now access Spotify’s audio and video inventory, while video inventory is newly available in India.
This expansion supports brands looking to reach audiences in multiple regions through a single platform.
In addition to broader access, advertisers now benefit from greater buying flexibility. Beyond private marketplace deals, they can use Programmatic Guaranteed options with fixed CPMs and Spotify first-party audiences for audio and video, as well as Open Auction for video on music inventory.
Early results from Arla Foods in the UK, which combined streaming TV and programmatic audio through Amazon DSP, showed only 0.61% audience overlap across Prime Video, Spotify, and other streaming services. This approach delivered 54% incremental reach compared to Prime Video alone.
Brian Berner, co-Lead, Global Head of Advertising at Spotify, commented: “We’re building the Spotify Ad Exchange to be the most direct and efficient path to one of the largest engaged audiences in streaming.
“Bringing podcast inventory into our integration with Amazon DSP is a meaningful step, but it also signals where we see the programmatic market heading: buyers want consolidated access to high-quality inventory across formats, and we’re making that possible at scale.”
Chris Conetta, Director, Amazon DSP Supply, added: “Amazon DSP is making it easier for advertisers to access premium audio inventory with precision and full buying flexibility across open market, curated, and guaranteed deals to build omnichannel campaigns that can be continually optimized to reach relevant audiences.
“By connecting Amazon DSP advertisers directly to Spotify’s premium inventory and engaged audiences — now including podcast ads — we’re giving brands more ways to interact with consumers across audio and video, with the transparency and performance insights, to drive performant business outcomes.”
