F.Y.I.

Yahoo DSP and Spotify integrate Spotify Ad Exchange into Yahoo DSP for Australian advertisers

October 3, 2025 9:07

Yahoo DSP and Spotify are officially integrating via Spotify Ad Exchange, “giving Australian advertisers direct programmatic access to Spotify’s premium audio, video and display inventory for the first time”.

The announcement:

Yahoo DSP and Spotify have announced the integration of Spotify Ad Exchange (SAX) into Yahoo DSP, giving Australian advertisers direct programmatic access to Spotify’s premium audio, video and display inventory for the first time.

The integration allows agencies to plan, activate and measure Spotify campaigns within Yahoo DSP alongside display, video and CTV, bringing audio into the heart of omnichannel strategies. Through Yahoo ConnectID, advertisers can apply privacy-safe identity, targeting and frequency management across Spotify campaigns, ensuring audio can be measured and optimised with the same rigour as other digital formats.

SAX also unlocks more flexible buying options for brands. Private Marketplace (PMP) and Open Auction deals provide transparency and control, while Spotify’s logged-in environment delivers rich first-party signals and extensive podcast inventory. For advertisers, this means more precision in targeting, better attribution and the ability to scale campaigns seamlessly across devices and formats.

Lorraine Donnelly, head of data – AUSEA at Yahoo DSP, said: “Digital audio has always been a highly engaging environment, but advertisers haven’t had the same level of access or measurement they enjoy in other channels. By bringing Spotify inventory into Yahoo DSP and backing it with first-of-its-kind attention research, we’re giving brands the confidence and the proof to invest in audio alongside video, display and CTV.”

To demonstrate the impact of audio, Yahoo DSP and Spotify launched a first-of-its-kind research initiative with agency partner Atomic 212°. The study – carried out for Bupa (a leading international healthcare and insurance group in Australia) together with Mutinex, Adelaide Attention and Neuro-Insight, explored how audience attention links directly to performance and helps agencies match investment to outcomes.

The results speak for themselves:

68% higher attention than social platforms — measured by Adelaide Attention in its first Australian study, showing Spotify listeners stay focused instead of skipping or scrolling.

25% stronger memory encoding — captured by Neuro-Insight, which tracks how the brain responds to creative and environment, making messages in digital audio more likely to stick and drive recall.

46% incremental return on ad spend — as reported by Mutinex Mix Modelling (MMM).

Jan Bojko, head of measurement APAC at Spotify, said: “Digital audio attracts far more attention than social because people aren’t constantly skipping or scrolling. On Spotify, listeners are immersed in a positive environment that makes them more receptive to hearing from brands. The study results show that this attention is deeper, lasts longer and has a stronger impact on brand measures.”

“Digital Audio delivers high-quality attention that translates into stronger long-term returns, yet it’s still too often overlooked,” added Tom Sheppard, GM of Data at Atomic 212°. “Through our partnership with Yahoo DSP and Spotify we unlocked incremental growth by delivering measurable ROl for Bupa during this experiment, alongside seeing higher attention metrics.”

The partnership between Yahoo DSP and Spotify demonstrates how independent evidence and access to premium supply can work together to elevate audio from an undervalued add-on to a proven growth channel. With this research confirming audio’s effectiveness and SAX integration making it easier to access and measure, advertisers in Australia now have both the confidence and the capability to invest at scale.