Ad-tech platform Adform has teamed up with Rubicon Project to enable Adform clients to buy 15- or 30-second Spotify audio ads programmatically through Rubicon’s platform, targeting Spotify’s free listeners via Adform’s DSP.

Spotify is available in 60 markets around the world, reaching over 70m non-paying listeners across over 2bn playlists. The streaming service uses first-party data to offer advertisers a wide range of audience segments to deliver the right message across desktop and mobile devices based on a consumer’s age, gender, music genre, and personalized playlists. Adform can track ads’ completion rates, as well as pause and mute events, alongside standard analysis.

Samir Shah, head of data and ad tech at Zenith Media, said the ability to buy Spotify ads programmatically via Adform is and another sign that publishers are opening their inventory to programmatic.

“This highlights the speed at which the industry is progressing towards an omni-channel, consumer-centric attitude that allows enhanced brand experiences through the use of more targeted creative and messaging alignment,” said Shah. “Reporting becomes increasingly valuable as a result of further actionable insights, as it incorporates more and more mediums and screens and thus we need to spend the time analysing the effectiveness. Adform has got programmatic audio, so now the focus needs to be more programmatic TV and DOOH. (Digital Out of Home).”