Spotify is fine-tuning its targeted advertising with the rollout of two new features; Interest Targeting and Real-Time Context Targeting.
The updates within its self-serve advertising platform, Spotify Ad Studio, is available in Australia, the UK, Canada and the US.
Interest Targeting allows advertisers to reach users based on interests informed by their podcast, playlists and platform preferences.
Real-Time Context Targeting allows advertisers to reach users at specific moments throughout their day, for example, when they’re at the gym, studying or having dinner.
Spotify has been building outs its targeted advertising throughout the year.
Earlier in June, it allowed advertisers to roll out targeted ads based on the podcasts people listen to for the first time.
Podcasts are becoming a significant part of the streaming giant’s business, reflected in its recent redesign which placed podcasts more prominently on the screen.
Spotify currently has more than 250,000 podcasts on its platform, and has purchased podcasting business Gimlet and Anchor in its ambition to become a leader in podcasts.
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