Spotify Ads

The largest single source of streaming audio advertising, plus video and podcast inventory, bought self-service through Spotify Ads Manager or programmatically through the major DSPs. Free-tier listeners see and hear the ads; Premium subscribers do not, except in podcasts.

Where ads run

• Audio ads between songs (free tier)
• Video takeover and sponsored sessions
• Podcast ads (host-read and dynamically inserted, including on Premium)
• Display and homepage takeovers
• Spotify Audience Network (third-party podcasts and audio apps)

Campaign types

• Audio
• Video
• Podcast
• Display
• Sponsored playlists and managed formats

Targeting

• Demographics, location, language, device, platform
• Interests, real-time context (workout, cooking, commute), genre and playlist listening
• Fan-based targeting (listeners of specific artists)
• Custom audiences from lists and website (Spotify Pixel), lookalikes
• Podcast category and show targeting

Buying

Auction-based CPM in Ads Manager with a $250 minimum campaign budget for self-service; programmatic access through The Trade Desk, DV360, Yahoo, and others; managed and reservation buys for sponsorships and podcasts. Spotify also offers free audio ad creation tools including AI voiceover.

Measurement

Spotify Pixel for web conversions, brand lift studies, streaming conversion metrics, third-party measurement through partners, and podcast attribution through Spotify's own Ad Analytics.

Watch

Audio is a frequency medium: the same 30-second spot repeated across a flight, with a clear call to action a listener can remember without a screen. Podcasts and Spotify Audience Network extend reach to Premium listeners who never hear music ads. Programmatic buying through a DSP is the practical route for advertisers running audio alongside other channels.

Documentation

https://ads.spotify.com/en-US/help/

See also: benchmarks for typical costs, and the glossary for any term used above.