Can Spotify Make Programmatic Audio Mainstream?

When Spotify partnered with AppNexus, The Trade Desk and Rubicon Project to execute private marketplace (PMP) deals on mobile audio inventory last week, it became the first digital audio company to open its audio inventory to programmatic exchanges.

To recap: Rubicon Project will be Spotify’s SSP partner, The Trade Desk its DSP partner and AppNexus a partner on both the buy and sell sides.Spotify previously tested programmatic audio on audio-only exchanges, such as Triton’s a2x. Now, buyers can access Spotify audio inventory alongside display and video.

“Agencies are looking to create a frictionless process in purchasing audio and would like to make their current audio buying more intelligent with data and advanced targeting,” said Les Hollander, global head of audio monetization at Spotify.

Source: AdExchanger