Published on: July 10, 2026
Spotify has strengthened its partnership with Amazon by directly integrating Spotify Ad Exchange (SAX) with Amazon DSP, giving advertisers expanded programmatic access to Spotify’s audio and video inventory, including podcasts for the first time on a global scale.
The integration enables marketers to buy Spotify inventory through Amazon DSP using Amazon’s shopping, streaming, and browsing signals, helping brands execute omnichannel campaigns with improved targeting, measurement, and buying flexibility.
A key milestone of the collaboration is the introduction of programmatic access to Spotify podcast advertising through Amazon DSP. Advertisers can now deliver audio campaigns across Spotify’s podcast ecosystem, allowing them to engage audiences during everyday listening moments such as commuting, exercising, or consuming long-form content at home.
Commenting on the expanded partnership, Anne Bouttier, Global Head of Automation Sales at Spotify, said: “People move seamlessly between channels. They listen to podcasts, watch shows, and shop every day. Together, Spotify Ad Exchange and Amazon DSP help advertisers connect moments by combining Spotify music and podcasts with Amazon’s unique signals.”
The expanded integration also broadens Spotify’s programmatic footprint across international markets. Advertisers in Australia and Japan can now access both audio and video inventory through Amazon DSP, while India gains access to Spotify’s video inventory.
By establishing a direct connection between Spotify Ad Exchange and Amazon DSP, advertisers benefit from a more transparent and efficient supply path, reducing intermediaries while improving visibility into media investments. The integration also enables brands to leverage Spotify’s brand-safe environment and premium inventory within their broader programmatic strategies.
The collaboration introduces additional buying options, including Programmatic Guaranteed for Spotify’s music inventory, allowing advertisers to secure inventory with fixed CPMs while accessing Spotify’s first-party custom audiences. The platform also now supports Open Auction buying for video advertising, offering greater flexibility for brands managing omnichannel campaigns.
Spotify said the enhanced buying capabilities allow advertisers to balance always-on programmatic activity with guaranteed inventory during key seasonal campaigns, cultural events, and major marketing moments while improving campaign planning, frequency management, and optimization across multiple channels.
The companies also highlighted the effectiveness of combining digital audio with video advertising. In a campaign conducted by Arla Foods in the UK, integrating Spotify audio advertising with streaming TV through Amazon DSP generated significant incremental reach beyond video-only campaigns, demonstrating the complementary role of digital audio within omnichannel media strategies.
The direct integration reflects Spotify’s continued investment in making programmatic advertising more connected and accessible, enabling advertisers to build campaigns that align with how audiences consume content across audio, video, and digital platforms.
Read more: Azerion Integrates Spotify Ad Exchange into Hawk DSP, Unlocking Global Premium Inventory at Scale
