While Spotify is fairly new to the podcasting industry, it has already begun to take steps on how to capitalize even more on this growing medium. The organization announced that it has begun using Streaming Ad Insertions (SAI) to allow for more personalized advertisements and insights on their platform.
This new software signals a huge shift in Spotify’s technology that had previously used RSS feeds that made advertising and research impressions difficult. Now information on listeners such as age, gender, and device type is more readily available to Spotify’s podcasters and advertisers. The ability to research the podcasts themselves on factors such as impressions, reach, and frequency is also much simpler with the new technology.
Spotify has started using this new technology on its 500,000 original and exclusive podcasts. With Spotify’s podcast listener base growing by 39% during Q3 of 2019, the new technology allows for advertisers to reach and better understand a rapidly growing audience.
Spotify believes that this new SAI technology will allow for more personalized advertisements to reach its growing podcast listener base.