Spotify is aiming to pick up ad revenue momentum by making its audio ad inventory available to programmatic buyers in the US.
The music streaming service has struck a number of deals with Omnicom, Rubicon, The Trade Desk and AppNexus which will see its mobile audio inventory available on private digital marketplaces and available to purchase in almost real-time.
According to AdAge the companies are looking at getting mobile audio inventory packaged into buys for video and display.
The new deals will allow buyers to serve creative based on user behaviour data from Spotify and buyers will bid on the audio inventory in an auction.
It marks a huge shift for the company, which previous sold audio ads in a more siloed manner, in audio-only exchanges with manual insertion orders.
The news follows the release of a new study from Spotify saying it an help complement a radio buy - with incremental unique reach of +19% on average when combined with commercial radio networks.
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