Spotify today opened its audio and video ad inventory to Amazon Demand-Side Platform (DSP) buyers and introduced new partnerships and automation tools across its global ad platform. These updates provide advertisers with flexible, data-driven campaign buying, creative optimization, and performance measurement.
Amazon DSP Integration
Advertisers using Amazon DSP can now access Spotify’s full audio and video inventory. The programmatic integration launched on October 1, 2025, in nine markets—the United States, United Kingdom, Canada, Germany, France, Italy, Spain, Brazil, and Mexico—with plans to expand to additional regions in 2026. This integration merges Amazon’s shopping and browsing signals with Spotify’s listening data for unified measurement and attribution.[1][2][3]
New Programmatic Partnerships
Spotify has enhanced its Spotify Ad Exchange (SAX) with two major alliances:
- Yahoo DSP integration enables cross-channel audio, display, and video buying. Early tests indicate a 70 percent lift in conversions and a 90 percent drop in cost per action.[4][5]
- ID5 collaboration strengthens identity resolution across Europe, improving targeting accuracy and reducing ad waste.[6][4]
These partnerships simplify omnichannel campaign management by consolidating buys under one programmatic framework.
Growth of the Spotify Ad Exchange
Since its April 2025 debut, the Spotify Ad Exchange has seen a 142 percent increase in advertiser adoption. Campaigns on Spotify Ads Manager optimized for web traffic delivered page view rates 103 percent higher than brand awareness campaigns. App install-focused campaigns achieved install rates 4.3 times above non-optimized benchmarks.[1][6]
Publisher Monetization via Megaphone
In mid-2026, Megaphone-hosted podcast publishers will gain access to private marketplace deals on the Spotify Ad Exchange. Publishers can negotiate direct-sold and programmatic deals, including video ads and clickable audio units. These outcomes-based formats leverage Spotify’s first-party data for enhanced yield and targeting.[7][8]
Automation Tools in Spotify Ads Manager
Spotify Ads Manager now integrates Smartly’s AI-driven creative optimization and analytics. Marketers can use generative AI templates and real-time budget allocation across audio, display, and video campaigns. A forthcoming split testing feature will allow comparison of completion rates, click-through rates, cost per click, and conversion metrics.[9][10][11]
Key Programmatic Updates
| Feature | Details | Source |
|---|---|---|
| Amazon DSP Access | Audio and video inventory across nine markets; global rollout in 2026 | [1][2][3] |
| Yahoo DSP Integration | 70 percent conversion lift; 90 percent lower CPA | [5][4] |
| ID5 Identity Resolution | Enhanced targeting accuracy in European markets | [6][4] |
| Ad Exchange Adoption Growth | 142 percent increase since April 2025 | [1][6] |
| Web Traffic Campaign Performance | 103 percent higher page view rate | [1] |
| App Install Campaign Performance | 4.3 × install rate vs. benchmarks | [1] |
| Megaphone PMP Deals | Private marketplace deals for podcast publishers mid-2026 | [7][8] |
| Smartly AI Integration | Generative AI creative templates; upcoming split testing | [9][10][11] |
These programmatic advances position Spotify at the forefront of audio and video advertising. By enabling Amazon DSP access, forging key partnerships, and enhancing automation, Spotify equips brands to reach a highly engaged global audience with data-driven precision.
