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Spotify continues to expand in the field of podcasts and buy companies. signature of streaming audio has confirmed the acquisition of Podsights and Chartable, two of the most prominent podcast marketing and ad attribution companies on the market. It is the most important purchase made so far by Spotify.
Podsights is a podcast advertising measurement service that helps advertisers better measure and scale their advertising on podcasts. Chartable is a platform forPodcast analytics enabling publishers to understand and grow their audiences through promotional attribution tools and knowledge of the audience.
Both Podsights and Chartable allow podcasters to tag their shows and track who listened to the podcast, whether they heard an announcement and whether it led them to take action upon hearing it.
Spotify plans to use Podsights technology outside of podcasting and will bring it to the “full scope of the Spotify platform, including audio ads within music, video ads, and display ads.”
The Chartable acquisition appears to be aimed more at podcasters themselves than advertisers, particularly given its technology like SmartLinks.
According to Spotify, “We believe that the opportunity for digital audio and podcasts remains significant. With these acquisitions, we are taking a huge step forward in improving digital audio measurement and insights to help the entire industry scale to new heights.”
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