Spotify competes directly with Amazon Music for subscribers and ad dollars — but now Spotify is teaming up with a different division of the ecommerce giant in an effort to amp up programmatic advertising revenue.
Amazon Ads and Spotify announced a global strategic partnership that gives advertisers using Amazon DSP programmatic access to Spotify’s streaming audio and video inventory, which as of June reached 696 million monthly users. Plugging Spotify into Amazon’s demand-side platform will allow ad buyers “to reach engaged audiences at scale while providing access to full-funnel measurement and attribution,” the companies said.
Starting Wednesday (Oct. 1), the Amazon DSP/Spotify integrated offering will be available in the U.S., U.K., Canada, Germany, France, Italy, Spain, Brazil and Mexico, with more countries to be added in 2026 under the partnership.
Amazon has been steadily boosting partners for its DSP, inking recent pacts with Netflix, Disney and Roku for programmatic ad sales. Programmatic advertising lets buyers target audiences based on demographics, shopping patterns or other attributes. Now it’s bulking up on the audio front, adding Spotify after launching a programmatic ad pact with SiriusXM earlier this month. Amazon DSP also provides access to inventory in Amazon Music.
Audio is a “growing channel of consumption,” but it’s historically been underserved, said Meredith Goldman, director, Amazon DSP at Amazon Ads. “Where we think we’re driving the most value for advertisers is not only now offering audio, but the signals we can bring to bear and the full suite of capabilities.”
According to Goldman, Amazon DSP now has “unprecedented scale across Amazon and open internet audio supply, allowing us to set new standards for holistic campaign planning and activation.”
For Spotify, Amazon DSP represents a major new partner. In April, it launched the Spotify Ad Exchange (SAX) for programmatic ad buying with initial partners including The Trade Desk and Google’s DV360. According to Spotify, campaigns on The Trade Desk that include Spotify have seen an 8.7% lower cost per household and a 44% lower cost per action.
“I’m thrilled to share that for the first time, advertisers can now tap into Spotify’s high-quality inventory through Amazon DSP,” said Brian Berner, global head of advertising sales and partnerships at Spotify. “We’re committed to making it easy for advertisers to buy, create, and measure on Spotify, and this latest partnership with Amazon DSP will give advertisers greater control and flexibility in order to effectively reach our highly engaged global audience.”
Meanwhile, Spotify said that advertisers using Yahoo DSP can access the Spotify Ad Exchange via a new direct integration that lets advertisers improve audience addressability across Spotify supply through Yahoo ConnectID. In addition, Spotify is offering advertisers enhanced addressability for programmatic campaigns in Europe via ID5.
Next year, Spotify said, it will expand access to SAX to Megaphone-hosted publishers, enabling them to book private marketplace deals (PMPs) via the Spotify Ad Exchange so they can set up non-guaranteed deals with one or many advertisers.
