In September I reported that Amazon and Netflix entered into a partnership to allow advertisers to use Amazon DSP to buy ads on Netflix across 11 markets, following in the foot steps of Disney, HBO, Fox, and Peacock.
Last week Spotify made a similar deal that gives Amazon DSP programmatic access to its streaming audio and video inventory, which as of June reached 696M monthly users. As of Oct 1st, Spotify ad inventory is available on Amazon DSP in the U.S., U.K., Canada, Germany, France, Italy, Spain, Brazil, and Mexico, with additional countries to be added in 2026.
The deal gives Amazon a power house of audio advertising inventory between Amazon Music, Spotify, and SiriusXM, which signed with Amazon DSP in September.
Meredith Goldman, Director of Amazon DSP, said:
“By combining Amazon’s diverse audiences and first-party signals with Spotify’s high-quality content and engaged fan base, we’re creating new and meaningful ways for advertisers to amplify their omnichannel advertising strategies by leveraging a deeper level of insights only available through Amazon DSP. Amazon DSP now has unprecedented scale across Amazon owned and operated and open internet audio supply, allowing us to set new standards for holistic campaign planning and activation—all in one place.”
🎉 Let's offer Spotify a big congratulations on giving up their advertising data to their most aggressive and unscrupulous audio streaming competitor! I swear, these companies can't seem to stay away from Amazon, despite knowing EXACTLY how they operate and what's in store for the relationship. Amazon DSP will grow to be a dominant player in programmatic advertising and then control the narrative (and the fee structure) from there on out. Can't way I didn't warn ya!
Alongside the Amazon partnership, Spotify also made several other announcements including:
- ID5 Partnership – advertisers can now reach music and podcast fans across Europe more effectively via ID5's digital identity solution.
- Yahoo DSP Integration – poor Yahoo, getting a footnote in the same article after offering the same integration as Amazon DSP.
- Private Marketplace Deals For Publishers – via the Spotify Ad Exchange, empowering publishers to set up non-guaranteed deals with multiple advertisers and expand their revenue opportunities.
- Smartly Partnership – to expand access to Spotify's ad inventory to more advertisers supported by Smartly's AI-powered creative, automation, and measurement.
- Split Testing Tool – to run controlled experiments to see which creative elements resonate most with audiences.