Spotify has long allowed advertisers to target its free-tier listeners by genre or playlist but it’s providing much more detailed targeting for those looking to advertise in podcasts. As Spotify continues to build out its podcasts product, it’s now offering more specific targeting options to advertisers. They will be able to target ads to listeners based on the type of podcasts that they stream.
Advertisers will be able to target listeners on the free tier based on specific podcast categories such as Lifestyle & Health, Comedy, and Business & Technology. You’ll hear ads that are relevant to the category from which you’re listening to a podcast.
Spotify is making this targeting option available to advertisers in ten markets across the globe including the United States, Canada, the United Kingdom, France, Germany, Spain, Italy, Mexico, and Australia.
Several companies are reportedly testing this new ad targeting option such as 3M and Samsung, which is said to be running ads for its Galaxy Buds truly wireless earbuds.
“We aspire to develop a more robust advertising solution for podcasts that will allow us to layer in the kind of targeting, measurement, and reporting capabilities we have for ads that run alongside other content experiences like music and video,” said a spokeswoman for Spotify.
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