Has Spotify ever described your musical style as “yacht rock coastal grandmother” or “divorced dad hipster”?
Even when Spotify’s very specific-sounding labels don’t precisely describe who you might be, they most likely precisely seize the vibe of your listening habits – and assist clarify why its each day customized playlists and its annual Wrapped listening summaries are so well-liked.
However though the vibes is perhaps good, Spotify’s off-the-wall viewers buckets don’t simply translate into targetable segments for advertisers. You received’t discover “affected person nervous vampire” within the IAB’s viewers taxonomy, for instance.
That’s the place Katie English, Spotify’s world head of advert product, and this week’s visitor on AdExchanger Talks, is available in.
English has been a driving drive behind the corporate’s evolving advert tech stack, together with its self-serve advert supervisor and its SSP, the Spotify Advert Change. She explains how these instruments translate Spotify’s insights into normal viewers segments that may be purchased throughout programmatic platforms. And she or he recounts the teachings Spotify has realized adapting its programs to the methods advertisers desire to purchase.
“For us, exhibiting up and being good companions means understanding what’s it that you simply want from our advertisements API, what’s it that you simply want from a knowledge perspective,” English says. “We wish to be sure that we’re giving companies the flexibleness and the tooling they should both purchase us of their DSP of alternative or use our API to combine Spotify into their automated workflows in a really pure method.”
However English shares greater than only a Wrapped-style recap of Spotify’s previous 12 months. She additionally previews the place the platform is heading and teases new advert codecs, like revamped sponsored playlists.
And English dishes on Spotify’s AI philosophy, as AI-generated music and podcasts develop extra prevalent on-line – together with whether or not Spotify believes AI-generated content material is protected for manufacturers and advertisers.
Additionally on this episode: How Spotify is monetizing its rising video catalog; proving efficiency for audio advertisements; what DSPs need from their platform companions; and the way musicians and podcasters are the unique “influencers.”
