Spotify announced, at CES 2020, that it created ad insertion technology for podcasts on the platform. The ad insertion technology will give podcasters access to a number of different demographic information, like gender, age, as well as listening frequency and more. This information can then be used to help secure advertising revenue.
Initially, the new technology will only be available for podcasts that are exclusive to the Spotify platform. This will ensure that the platform is able to control the content that it supports, as brand association could be a concern for prospective advertisers.
The announcement indicates that Spotify is making a concerted effort to monetize podcasts on the platform. Jay Richman, the head of Global Advertising Business & Platform, spoke about how new tools can help advertisers, “The problem we’re solving with Spotify podcast ads is really on the advertiser’s side — advertisers have no idea how their ads are working. They don’t even know whether or not an ad they purchase is being consumed by a listener."
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