Spotify has opened up its audio ads to be traded programmatically in Asia Pacific via a deal with Rubicon Project.
The deal is an expansion of a global agreement, which saw the music streaming service also partner with Appnexus and the Trade Desk in July to offer inventory to be traded programmatically for the first time.
According to Spotify, it has now run campaigns in Australia, New Zealand, Hong Kong and Singapore, via private marketplaces on Rubicon Project’s platform.
Joanna Wong, head of business marketing at Spotify for APAC, said: “Since the launch of our programmatic audio campaign in August we have seen an incredible response in APAC.
"For advertisers it’s a completely new and exciting channel through which to reach consumers – music is a universally-enjoyed medium, yet every single individual has their own listening habits – artist, genre, activity, time of day and more. Programmatic audio advertising means that buyers can reach individuals at scale based on not just the usual age, gender and geographical identifiers, but on a whole new data trove – their taste in music.”
Spotify made a major hire for its programmatic business in Europe this month, appointing former Publicis’ Performics global chief revenue officer Marco Bertozzi as VP, Europe to lead ad sales for the region.
Music streaming is gaining traction in Asia but Spotify faces competition from services such as Joox, owned by Tencent, which is also ramping up operations in Asia Pacific.