• by Laurie Sullivan  @lauriesullivan, April 3, 2025

Spotify has expanded its programmatic ad partnerships with Google and Magnite aimed at providing access to the music app’s ad exchange.

Advertisers can now access Spotify’s logged-in users via a real-time auction with full addressability and measurement capabilities.

The Spotify Ad Exchange (SAX) launched last year with The Trade Desk and now is available via Google’s Display & Video 360 and Magnite, with Yahoo DSP, Adform and more to come soon.

The partners have access to Spotify’s suite of audio, video, and display formats across music, with podcasts coming soon.

SAX is available to advertisers across the U.S., Canada, Europe, Australia, New Zealand, India, Singapore, Brazil and Mexico.

Spotify said it has used AI for more than a decade. Now it is bringing generative AI (GAI) to advertising with Spotify Gen AI Ads through its Ads Manager.

The GAI ad-creation tools focus on scriptwriting and voiceovers for audio ads, but work like other AI ad tools from Google, Meta, Microsoft and others.

The GAI ads are available to advertisers in the U.S. and Canada in Spotify Ads Manager.

The company provided an example in a video of generating a script in audio for a coffeehouse, Grindstones Coffee. The platform returns a script, and the brand adds a voiceover customized by gender, age and tone and then asks the creator to pick background music from Spotify’s music library or upload their own track.

Advancement in targeting capabilities include new 1P and 3P measurement solutions, and new outcome-based objectives to help advertisers create, optimize, and measure Spotify campaigns, including Spotify Pixel, Custom Audiences, key third-party partnerships, and a new App Installs objective.

Spotify also has rebuilt its first-party measurement platforms and expanded tools with third-party partnerships that enable advertisers to evaluate performance across the funnel.

New App Installs Objective enables advertisers to show ads to people likely to click and download their app, while our Website Traffic Objective lets them optimize campaigns toward people most likely to view their website.

Spotify Brand Lift, an 1P measurement tool that helps advertisers understand how their Spotify campaigns impact their brand metrics, has been updated, and Spotify Brand Lift and Spotify Pixel has been added to Ads Manager.