Spotify podcast inventory becomes available through Amazon DSP, expanding advertisers’ reach

Spotify has expanded access to its podcast advertising inventory by making it available through Amazon DSP, giving advertisers a new way to buy and measure podcast audio campaigns alongside other digital media channels.

The integration enables marketers using Amazon’s demand-side platform to purchase Spotify podcast audio ads programmatically, adding one of the world’s largest podcast networks to Amazon’s growing portfolio of open internet inventory. The move is intended to simplify media buying while extending the reach of audio advertising beyond Amazon-owned properties.

Through Amazon DSP, advertisers can now access Spotify’s authenticated, logged-in audience across podcast content, allowing campaigns to leverage Amazon’s audience signals and measurement capabilities. The companies say the integration is designed to help brands connect podcast listening with broader omnichannel campaigns spanning display, video, streaming TV, and audio.

The addition of Spotify’s podcast inventory also expands Amazon DSP’s available open internet audio inventory, which includes streaming audio and podcasts delivered by third-party publishers. By consolidating inventory within a single platform, advertisers can manage audience targeting, campaign optimization, frequency management, and reporting across multiple channels from one interface.

Measurement is another key component of the partnership. Advertisers will be able to evaluate podcast campaign performance using Amazon DSP’s reporting and attribution tools, helping them understand how audio impressions contribute to broader marketing objectives and customer outcomes.

The rollout reflects a broader industry trend toward programmatic audio advertising as marketers increasingly seek the same targeting and measurement capabilities available across display, video, and connected TV. Podcast advertising has traditionally relied on direct sales, but the integration allows brands to incorporate Spotify podcast inventory into automated media buying strategies.

For Spotify, the agreement broadens demand for its advertising inventory by connecting publishers and advertisers through Amazon’s programmatic ecosystem. For Amazon, the addition strengthens Amazon DSP’s position in the open internet advertising market by expanding its premium audio offering and giving advertisers access to a larger pool of podcast listeners.

The integration is available through Amazon DSP and forms part of Amazon Ads’ ongoing efforts to expand access to premium third-party streaming audio and podcast inventory, providing advertisers with more opportunities to reach audiences across the open web.