Spotify just took another bold step toward becoming a major podcasting player.
On Wednesday (Jan. 8), the streaming giant announced the launch of Streaming Ad Insertion (SAI), a new proprietary podcast ad technology that will power advertising for Spotify’s slate of original and exclusive podcasts. The technology will provide detailed metrics on actual ad impressions, listener frequency, reach and other audience insights (age, gender, device type, etc.) in an effort to provide greater accuracy and transparency for podcast advertisers on the platform.
“With this technology, we are offering the intimacy, quality and efficacy of traditional podcast ads with the precision and transparency of modern-day digital marketing,” said the company in a press release. “In short, we’re keeping what podcast listeners, creators, and advertisers love about podcast ads and making the medium addressable for digital advertisers.”