At Code3, many of our clients invest in podcast advertising. And, this week, Spotify announced its acquisition of two companies. Both are known leaders in the podcast measurement industry; Podsights and Chartable. This comes as no surprise that Spotify is investing in its measurement and attribution capabilities. Especially as it continues to invest in the audio space.
Over the last year, Spotify has focused on growing its podcast inventory. One example is its purchase of exclusive rights to podcasts like The Joe Rogan Experience and Call Her Daddy. Another is its addition of first-to-market podcast placements like call-to-action cards that provide an interactive ad experience. Spotify also recently acquired Whooshkaa—a broadcast to podcast technology company based in Australia.
Check out Spotify’s press release found here.
For now, all parties claim business will continue as usual. However, it's worth keeping an eye on the situation to be aware of any sudden changes to services. In the past, when Spotify has made acquisitions, Megaphone, for example, the company implemented price increases.
With this in mind, Spotify already has one of the highest podcast campaigns spend minimums in the market. The company is also known for exclusivity, only allowing its most popular podcasts to be heard on its platform. We hope Spotify will continue to allow other publishers to leverage Podsights long-term. For Podsights, this is a huge acceleration for growth and an opportunity to expand their valuable technology worldwide.
If you have any questions about what this could mean for your podcast advertising campaigns, please reach out. We’d be happy to discuss potential implications and areas of opportunity for your brand to get ahead.