Kimberly Gardiner, senior vice-president of marketing at Volkswagen, said the “lack of audience targeting has largely restricted us from investing in the space”, and that this network is what made it make the leap.

The US launch came with the increased scale and reach of having Megaphone content on the network. These are naturally tailored to the habits of users.

It promises “a broad range of easy-to-use, audience-based targeting tools including demographic targeting, geographic targeting and even audience segment targeting”.ĭue to its acquisitions in production, the ads can be inserted into podcasts running on other platforms, via Spotify Studios, The Ringer, Gimlet, Parcast and “leading third-party podcast publishers like ViacomCBS and The Wall Street Journal”. Spotify claims that nearly 60% of its US podcast advertiser base is advertising with the Spotify Audience Network. It’s a growing part of the business, with testing already under way to introduce the format on its self-serve ad platform Spotify Ad Studio, starting with Spotify Originals and Exclusives for US advertisers. It makes available listeners across ad-supported music and premium podcasts – including those hosted on Spotify-owned Megaphone.

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