Spotify introduces Spotify Podcast Ads, a measurement tool for podcast advertising - Business Insider

, Spotify introduced Spotify Podcast Ads, which leverage new proprietary technology to provide planning, reporting, and measurement capabilities to brands interested in podcasts.The new tech referred to as Streaming Ad Insertion will enable podcast producers and advertisers to measure impressions as they occur and report on the anonymized age, gender, device type, and listening behavior of the audience reached.

Spotify's new tech should help it monetize its growing base of podcast listeners and better compete for podcast talent as it furthers its push into podcast territory. The audio giant's new tool should come as no surprise given Spotify's aggressive moves to boost both podcast volume and discoverability across 2019., Spotify attributed the majority of its monthly active user growth to podcast listeners, which grew 30% year-over-year .

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