Spotify has announced updates to its Spotify Ad Exchange (SAX) and Ads Manager, aimed at expanding access and improving addressability for programmatic buyers.

Spotify is enhancing its programmatic offerings through new partnerships, allowing Amazon DSP users to access Spotify's audio and video inventory.

Meredith Goldman, Director of Amazon DSP at Amazon Ads, stated, "By combining Amazon's diverse audiences and first-party signals with Spotify's high-quality content and engaged fan base, we're creating new and meaningful ways for advertisers to amplify their omnichannel advertising strategies by leveraging a deeper level of insights only available through Amazon DSP."

In Europe, Spotify is offering enhanced addressability for programmatic campaigns via ID5. Additionally, Yahoo DSP users can now access the Spotify Ad Exchange through a new direct integration, which has resulted in a 70% improvement in conversion rate and a 90% decline in cost per action.

Looking ahead, Spotify plans to expand access to the Spotify Ad Exchange to Megaphone-hosted publishers next year, enabling them to book private marketplace deals. The company is also partnering with Smartly to broaden access to its inventory for more advertisers.

Spotify is set to introduce a new Split Testing tool, allowing advertisers to trial different creative elements. The Spotify Ads Manager has seen optimisations that have led to a 103% higher page view rate for campaigns with the Web Traffic objective and a 4.3x higher install rate for App Install objective campaigns.

Spotify reports that 90% of its users engage with the platform as part of their daily routine, spending over two hours a day on it. Furthermore, 65% of users agree that time spent on Spotify feels more positive compared to time spent on social media.

Brian Berner, Global Head of Advertising Sales & Partnerships, commented on the updates, "We’ve been hard at work enhancing our automated buying channels to make it easy for advertisers to buy, create, and measure on Spotify. With these latest updates, we’re bringing even more flexibility and control for advertisers, enabling them to effectively reach our highly engaged global audience and drive impact with their campaigns."