Music streaming service Spotify has expanded programmatic buying for its audio ad inventory across the globe, partnering with AppNexus, Rubicon Project and The Trade Desk in order to give marketers access to its users.

The service first made programmatic buying available last year, and introduced Private Marketplaces in November 2015, enabling marketers to purchase 15 and 30 second audio spots that would reach listeners on mobile and desktop.

The expansion of programmatic buying globally gives buyers access to around 70m music fans around the world who access Spotifys free version. Users with monthly subscriptions have access to an ad-free version of the service, along with additional content and features.

The partnership with established platforms such as Rubicon Project, The Trade Desk and AppNexus makes Spotify one of the first publishers to enable Deal ID and private marketplace access across audio inventory in a true, real-time bidding environment, and will give buyers access to Spotifys first-party demographic and playlist data.

Spotify currently operates in 59 markets around the world, and is one of the dominant music streaming services alongside Apple Music, Deezer and Tidal.

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