Spotify moves into programmatic audio with Rubicon Project

Spotify has started offering programmatic audio to Australian users for the first time, as part of a new partnership with the Rubicon Project.

Simone Krakowiak programmatic audio will be able to target moments in people's lives.

Simone Krakowiak programmatic audio will be able to target moments in people’s lives.

The move comes as the Asia Pacific area is tipped to become the fastest growing region for music streaming with a compound annual growth rate of 21% by 2020.

Simone Krakowiak, Rubicon Project country manager for Australia and New Zealand, said that one of the elements of the push for audio programmatic was making sure there were high levels of viewability.

The IAB recently announced Australian benchmarks for viewability and has released a white paper on the issue.

“In the most recent Pixalate rankings we are listed second internationally for quality. There are a number of scores used to measure an overall ranking, one of which is viewability,” Krakowiak said.

“As programmatic trading evolves beyond monetising the remnant layer of a publisher’s ad stack and exchanges bid more frequently against direct campaigns, viewability metrics will be more consistent between the two.”

Spotify’s Australia and New Zealand sales director, Andrea Ingham, said the partnership was an important step in increasing Spotify’s presence in the programmatic space, and the viewability was crucial.

“With a focus on audibility and viewability we have worked with both MOAT and IAS to ensure that Spotify display ads are served to active users with guaranteed viewability for clients,” Ingham said.

Spotify aims to target music lovers based on a range of factors including moments in their lives such as commuting, when they are having a party or taking part in a workout. It will also segment audiences based on age and gender in real time.

Joanna Wong, Spotify’s head of business marketing APAC, said the approach was new for the platform in the region.

Programmatic audio advertising means that buyers can reach individuals at scale based on not just the usual age, gender and geographical identifiers, but on a whole new data trove – their taste in music,” Wong said.


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