WPP, Spotify Forge Global Partnership

WPP’s Data Alliance and Spotify have entered into a global partnership whereby the two companies will collaborate on data and insights, creative, technology, programmatic solutions, and new growth markets.As part of the agreement WPP has access to the listening preferences and behaviors of Spotify’s 100 million users in 60 countries.

The multi-year deal enables WPP and its clients to glean insights from the connection between music and audiences’ moods and activities, according to the holding company, which could enhance campaign planning and potentially lead to more relevant creative work. “Music attributes such as tempo and energy are proven to be highly relevant in predicting mood, which enables advertisers to understand their audiences in a new emotional dimension,” the firm stated in a release.

Source: MediaPost