Spotify buys podcast tech companies Chartable and Podsights | Engadget

, in a move to expand its offerings to advertisers. Both companies offer popular tools that help brands and agencies better understand the effectiveness of their podcast ads.announcing the acquisitions, Spotify laid out how both companies will expand its ad platform. With Podsights, advertisers will be able to see more detailed data on who clicked on an ad and what actions they took after the fact .

“As part of Spotify, Podsights will be able to utilize Spotify’s technology and intelligence to bring more accurate measurement and actionable insights to podcast advertisers around the world,” wrote Spotify in its post.podcasts. It's two promotional tools — SmartLinks and SmartPromos — will now be available to podcasters on Spotify. SmartPromos allows podcasters to see which ads are resulting in the most downloads and essentially measure the success of their ad campaigns.

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