Spotify is expanding its ad platform with new partnerships that connect its ad inventory to more programmatic buying tools. Advertisers can now access Spotify ads through Amazon DSP and Yahoo DSP.

Spotify first launched its Ad Exchange in April 2025 with partners like The Trade Desk and Google’s DV360. The new Amazon and Yahoo integrations expand that marketplace, giving advertisers more access to Spotify’s inventory.

Spotify extends programmatic ad reach through Amazon DSP

According to the announcement, Spotify’s audio and video inventory can now be bought directly through Amazon DSP. The company says this partnership allows advertisers to combine Amazon’s first-party shopping, streaming, and browsing signals with Spotify’s content reach.

Meredith Goldman, Director of Amazon DSP at Amazon Ads, described the move as offering “new and meaningful ways for advertisers to amplify their omnichannel advertising strategies” by pairing Amazon signals with Spotify audiences.

Amazon has previously added other major media companies to its DSP, including Netflix, Disney, Roku, and SiriusXM. Spotify now becomes part of that expansion on the audio side.

Yahoo DSP adds direct access to Spotify inventory

Spotify has also partnered with Yahoo to allow advertisers to buy its inventory through Yahoo DSP. The integration runs through the Spotify Ad Exchange, which launched earlier this year. The platform started with The Trade Desk and DV360 and is now widening to include multiple DSPs and measurement partners.

Expanding programmatic reach in Europe

Spotify is also working with identity provider ID5 to improve programmatic campaign addressability across Europe. The company says this update will enable advertisers to reach listeners of music and podcasts.

Programmatic opportunities for publishers

Spotify has announced that starting in 2026, podcast publishers on its Megaphone platform will be able to sell private marketplace deals through the Spotify Ad Exchange. These non-guaranteed deals will allow publishers to connect with one or more advertisers directly.

Updates to Spotify Ads Manager

On the self-serve side, Spotify Ads Manager is getting new features. A new partnership with Smartly will integrate Spotify inventory into Smartly’s platform, allowing advertisers to run audio, video, and display campaigns supported by Smartly’s AI-powered creative and automation tools.

Spotify also plans to introduce a split testing feature that allows advertisers to compare different creative elements and measure which performs best on metrics such as completion rate, click-through rate, and cost per conversion.

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