Spotify now allows advertisers to specifically target podcast listeners

ZMsiXone · Jun 17, 2019

https://www.theverge.com/2019/6/17/18681978/spotify-podcast-ad-targeting-launch

All of this is to say, podcast listening habits are far more revealing than music taste. With niche podcast topics, advertisers might find Spotify to be a powerful tool for finding customers, which is great for Spotify, but maybe not fantastic for privacy-conscious listeners.
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guest · Jan 8, 2020

Spotify will use everything it knows about you to target podcast ads
One step closer to becoming a podcast ad network
January 8, 2020
https://www.theverge.com/2020/1/8/21056336/spotify-streaming-ad-insertion-technology-ces-launch

Spotify is going to start using its copious amounts of user data to run targeted ads inside its exclusive podcasts. Targeted advertising remains new ground for podcasts, and the announcement sets Spotify up to potentially branch out beyond its own shows and begin placing ads in other networks’ content.

If it catches on, Spotify could become a full-blown podcast ad network.
With technology it’s calling Streaming Ad Insertion, Spotify says it’ll begin inserting ads into its shows in real-time, based on what it knows about its users, like where they’re located, what type of device they use, and their age, similarly to how the broader web operates.

Spotify’s in a unique place to pull this feat off. It knows more about its users than most other podcast players, partially because of its sign-up process, and also because of its knowledge about users’ music taste.
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Podcasts are sensitive listening data — the topics can be niche and revealing — so users rightly might have privacy concerns about how what they consume will be siphoned back to brands, even anonymously.

When asked about this issue, Richman says that Spotify takes privacy seriously, particularly because it’s headquartered in a European company and is subject to more restrictive privacy rules like GDPR. He also says that users can opt out of data targeting.
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Spotify: Spotify’s Head of Global Ads Business and Platform Jay Richman Talks New Spotify Podcast Ads

Spotify for Brands: Rewriting the Playbook for Podcast Advertising

Introducing data-driven marketing tools to the industry’s next big medium
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