Spotify is making more audience data available to podcast advertisers

Spotify has introduced what it’s calling streaming ad insertion (SAI), a technology that will show both podcast advertisers and creators more information about their audiences.

SAI is meant to bring the granular campaign metrics available across digital to podcasts, giving advertisers more data and flexibility to change creative in real-time.

The tech will make available ad impressions, reach, frequency and anonymized audience insights, such as age, gender and device type.

Spotify is improving its measurement tools after spending last year building out its targeting capabilities. In 2019 the streaming service started letting advertisers target podcast listeners and buy against dayparts and listener interests.

SAI is currently available for Spotify original and exclusive podcasts in the US only. Spotify said it will evaluate market expansion later this year.

Puma is among an initial group of advertisers testing the product to measure host-read ads from its Jemele Hill Is Unbothered podcast.

According to eMarketer, US podcast ad revenue for 2020 is expected to reach $863bn, and projected to surpass $1bn by 2021.

This article has been updated