Spotify Opens Podcast Inventory to Amazon DSP Buyers

Spotify podcast inventory is now available programmatically through Amazon DSP, the first time podcasts on Spotify can be bought this way. According to the announcement, the change connects Spotify Ad Exchange, the company's real-time programmatic marketplace, directly to Amazon DSP, letting buyers run podcast audio ads alongside the music inventory the two companies already made available together.

Podcasts Join the Programmatic Pipe

Until now, advertisers buying through Amazon DSP could reach Spotify listeners across music inventory but not its podcasts. That inventory is now open to programmatic buying, giving brands a way to reach listeners during focused sessions such as commutes and workouts. Spotify says the direct connection to its exchange reduces the number of intermediaries between buyers and its inventory and gives advertisers clearer visibility into where their spend goes.

The integration extends a partnership the two companies first formed last year. In October 2025, Spotify and Amazon connected Spotify Ad Exchange to Amazon DSP for music and video inventory across nine markets. The exchange itself launched in April 2025 with partners including The Trade Desk and Google's Display and Video 360, and Spotify signalled then that podcast inventory would follow.

New Markets and Buying Options

The expansion adds three markets. Advertisers in Australia and Japan can now buy audio and video inventory through Amazon DSP, and advertisers in India gain access to video, with Spotify first-party data available directly in the platform. Spotify runs a parallel direct integration with Yahoo's DSP, part of a broader push to make its audio available inside the major programmatic and retail-media platforms rather than through a single buying route.

Spotify is also widening how buyers can transact. Alongside existing private marketplace deals for audio and video across music and podcast inventory, the company is adding Programmatic Guaranteed for audio or video ads on music inventory, with fixed CPMs and reserved delivery, and Open Auction for video ads on music inventory. Anne Bouttier, Spotify's Global Head of Automation Sales, said the integration is meant to help advertisers connect moments by combining Spotify music and podcasts with Amazon's unique signals.

A Fast-Growing Slice of Digital Audio

The move folds a growing ad format into the automated systems where most display and video budgets already flow. Podcast advertising generated about $2.86 billion in the U.S. in 2025, up 17.6% year-over-year and closing in on $3 billion for the first time, according to the IAB and PwC Internet Advertising Revenue Report.

That extends a decade of growth from $105.7 million in 2015 and it is the fastest growth of any digital audio format the report tracks. That is the growth rate Spotify is now trying to capture through a buying platform that it was not previously connected to for podcast inventory. Bringing podcasts into an existing DSP relationship is a direct way to plug into that growth without building new demand-side relationships from scratch.

The format sit inside a broader digital audio category that reached $8.4 billion in 2025, up 10.2% year-over-year, based on the same report. However, audio as a whole still held just a 2.8% share of the $294.6 billion U.S. internet advertising market, roughly flat for several years as faster-growing formats like digital video and social captured incremental spend.

For Amazon DSP, already the largest platform for authenticated streaming TV reach through deals with Roku, Disney and Netflix, adding Spotify’s podcast inventory is a way to capture share of a format growing faster than the audio category it already sells, rather than compete for share in the category it already dominates. Overall programmatic spending reached $162.4 billion in 2025, the pipeline this inventory now plugs into.

For advertisers, the shift is the ability to manage Spotify podcasts inside the same platform used for shopping and streaming campaigns, applying shared budgets, frequency caps, and measurement across channels rather than treating podcast audio as a separate buy.