Spotify has made its audio ad inventory available in open RTB exchanges for the first time.
Initially launched as a trial with selected SSP and DSP partners, Spotify claims the move will make it 'one of a select few platforms to offer programmatic across audio, video and display'.
"We believe the marketplace is ripe to meet the pent-up demand for audio and remove friction from traditional buying processes," said Les Hollander, global head of audio monetisation at Spotify.
"As the industry looks towards executing people-based marketing campaigns at scale, digital audio will become more vital than ever and programmatic will become a primary channel for buying it, alongside other premium video and audience targeting solutions—taking full advantage of the capabilities available to marketers and helping them reach the right consumers in the right moment."
67.5 per cent of marketers and media professionals in the US are interested in buying programmatically with streaming music services, according to a report from AdAge and The Trade Desk – and investment in digital audio is currently on the rise. A predicted 11.6 per cent of budgets will be allocated to digital audio by June 2017, up from 5.5 per cent last year.