Spotify Unveils GenAI Ads, Programmatic Ad Buying & Digital Media Partnerships

In the dynamic world of digital advertising, reaching the right audiences with the right message at the right time has become more important than ever. However, it has also become more complex and competitive with the influx of new channels and dynamic consumer behaviors. 

Focusing on one such digital media channel—the growing realm of audio streaming—we are already seeing big players making moves to simplify how brands reach out to their consumers. From music to podcasts, brands are increasingly recognizing the immense potential of connecting with listeners in this space. Well, it’s just not limited to music enthusiasts.

One of the leaders in this space, Spotify, has become a household name—but that’s not enough to stand above the competition. So, the audio streaming service has announced a major revamp of its ad platform, offering exceptional opportunities to advertisers.

So, what did Spotify reveal at its Spotify Advance event, and how will it help advertisers?

Keep reading to explore more! 

What Is New With Spotify Advertising?

During its first-ever Spotify Advance event held in New York City, the music and podcast streaming giant announced an unprecedented evolution in its advertising capabilities by launching a suite of new tools, capabilities, and features. Aimed at helping advertisers buy, create, and measure their campaigns better, the move revitalizes Spotify’s ad platform, modernizes its ad tech, and solidifies its industry partnerships—all at once!

At the event, Spotify hinted its intent to become an even more powerful platform for advertisers, especially with the launch of Spotify Ad Exchange, its ongoing investments in modernizing its ad tech stack, and expanding strategic collaborations with digital media and ad giants.

The goal behind this move is to deliver tangible results for businesses looking to connect with Spotify’s massive user base of 675 million monthly active users. So, what did Spotify announce?  

What Does The News Spotify Advertising Offer?

Spotify Ad Exchange (SAX)

The major highlight of the event is the launch of the Spotify Ad Exchange, or SAX for short. This marks a huge moment as it gives advertisers access to Spotify’s engaged and logged-in users via real-time auction.

For the very first time, brands will have the ability to reach their target audiences with precise, measured campaigns to reach the desired impact. Currently, advertisers can access SAX through leading programmatic platforms like The Trade Desk, Google Display & Video 360, and Magnite. Moreover, Spotify has announced that Adform and Yahoo DSP will soon be integrated, further expanding addressability and measurement capabilities.

It noted, however, that SAX is available to advertisers across the U.S., Canada, Europe, Australia, New Zealand, India, Singapore, Brazil, and Mexico. 

Spotify Ads Manager

Apart from the programmatic ad advancements, Spotify is also growing its self-serve Spotify Ads Manager. By identifying that advertisers of all sizes require better ad management tools, Spotify is now augmenting its Ads Manager with new features to help advertisers meet their specific objectives.

These enhancements include more sophisticated targeting options and enhanced measurement capabilities, empowering even smaller advertisers to run impactful campaigns on Spotify.

Additionally, Spotify also revealed its new App Installs objective within the Ads Manager to allow advertisers to optimize their campaigns to drive app downloads. To further strengthen its measurement abilities, Spotify is working with industry-leading third-party providers, such as DoubleVerify, IAS, AppsFlyer, and Kochava, to ensure advertisers have a comprehensive understanding of their campaign performance. 

Spotify Creative Lab And AUX

Understanding that compelling advertising is more than just about reaching the right audience, Spotify is also investing in various creative solutions. The company spotlighted its in-house agencies, Creative Lab and AUX, both aiming to craft engaging and platform-specific campaigns.


Creative Lab acts as a collaborative partner for brands and agencies, helping them scale innovative ideas for an enhanced Spotify experience. AUX, Spotify’s in-house music consulting agency, uses its deep understanding of music, culture, creators, and fandom to help brands show up their presence in unique and authentic ways.

Visa and Kona Big Wave are joining the AUX roster, along with an expanded partnership with Coke Studio, highlighting the growing demand for Spotify’s culturally-driven creative collaborations.

Spotify Gen AI Ads

Another standout announcement was Spotify’s adoption of Generative AI to its advertising toolkit. Spotify announced the launch of Spotify Gen AI Ads, an AI-powered feature that will enable advertisers to create scripts and voiceovers. Spotify has made this feature available to advertisers in the U.S. and Canada at no extra cost. 

Campaign Measurement Solutions

Effective advertising relies on meaningful measurements, and Spotify is stepping up its game by making its platform’s campaign measurement tools more accessible. The updated Brand Lift solution helps advertisers understand the impact of their campaigns on key brand metrics more effectively.

Spotify’s Global Head of Advertising, Lee Brown, called this an exciting new chapter for the company, saying, “Spotify Advance marks a pivotal moment for our company as our advertising business enters a new stage. We’ve been investing to become a platform that can deliver results for advertisers, whatever their goal, whatever their size.”

Why Does This Move Matter?

With free users spending an average of two hours every day on the platform, Brown emphasized the unique opportunity for brands to engage with connected audiences in a positive, receptive way.

For those looking to reach younger demographics like Gen Z, Spotify offers a particularly compelling proposition. With over 251 million Gen Z users turning to the platform daily, Spotify understands this audience deeply—and now makes it simpler to engage with them with meaningful touchpoints.

In conclusion, Spotify’s latest advancements mark a dramatic leap in its advertising capabilities. With a modernized ad platform, AI capabilities, media partnerships, and enhanced campaign measurement tools, Spotify is making it easier for advertisers to connect with its audience and achieve their marketing goals.

Do you think more brands will tune in to Spotify for advertising?

Let us know in the comments below.