Podcast advertising just got easier, smarter, and more automated

Let’s face it: grabbing attention today isn’t just tough—it’s a full-time job. With people scrolling through more than six social platforms a month and second-screening like it’s a sport¹, brands need to show up in places where attention isn’t just given but earned. That’s where podcasts shine.

Podcast fans aren’t just hearing your message—they’re listening. Seventy-one percent of daily podcast consumers say podcast content gets most or all of their attention.² Even better? They actually want to hear from you: 70% of Spotify podcast listeners are receptive to podcast ads.³ And let’s not forget: 42% trust their favorite podcast hosts as much as they trust their friends.⁴

Spotify is one of the best places to reach podcast fans. There are almost 7 million podcast titles on our platform, reaching 678 million monthly active users (including 268 million premium subscribers) in over 180 global markets. And we’re the largest podcast network in the U.S., reaching over 115M monthly listeners, with +90% of all U.S. podcast listeners tuning in through our network⁵—whether on Spotify, or another app.

Introducing two new automated ways to buy podcast ads

As of today, there are two new automated ways for advertisers to buy podcast ads—each designed for ease, control, and flexibility.

1. Self-serve podcast advertising in Spotify Ads Manager

Now available in open beta across eight markets (AU, CA, DE, ES, FR, IT, UK, US), this new self-serve option allows businesses of all sizes to access premium podcast ad inventory across Spotify’s network of podcasts—including well-known shows like The Comment Section with Drew Afualo, Science Vs, The Rest is Football and The Ringer NBA show.

By adding podcasts to your Spotify Ads Manager media mix, advertisers can, on average, access a 96% unique new audience.⁶ Why? Because impressions are delivered on and off Spotify. That’s right—we reach people with podcast ads whether they’re listening (or watching) on Spotify, or another podcast streaming app.

Take control of your campaigns and see real impact with:

Self-serve simplicity: Create, launch, and manage your podcast ad campaign in just a few simple steps.

Flexible targeting: Choose from podcast categories like Entertainment and Sports, demographic filters (age, gender), geographic targeting, and sensitive topic filters.

Transparent pricing: Fixed CPMs with no hidden fees or surprise costs. Plan your campaign with confidence.

Measurement: Understand your impact with an approved set of 3P measurement tags.

2. Programmatic podcast buying via Spotify Ad Exchange

Launching today, podcast inventory is now also available through the Spotify Ad Exchange for programmatic buyers. This opens up Private Marketplace (PMP) deals for podcast content—starting with The Trade Desk and Google Display & Video 360, expanding to additional DSPs soon.

With the Spotify Ad Exchange, advertisers can leverage:

Multiple formats: Access both audio and video ad formats for podcasts.

Podcast categories: Target by categories (e.g. Business, Entertainment, True Crime) and episode topics (e.g. Sports, Music, Tech, and more).

Sensitive topic filters: Exclude sensitive topics, ensuring brand suitability.

Spotify measurement: Control targeting with 1P and 3P data, and retrieve performance reports via your DSP.

Like Spotify Ads Manager, the Spotify Ad Exchange also delivers ads both on and off Spotify to ensure broad reach and accurate delivery tracking across both streamed and downloaded impressions.

Why this matters: results, reach, and real impact

We introduced these two buying channels with one goal in mind: making podcast advertising easier and more impactful for everyone. Whether you’re a small business or an enterprise brand, our self-serve tools and programmatic options give you the flexibility to experiment, learn, and scale at your own pace.

Podcasts also let you reach highly engaged fans who are fully present—and often emotionally connected—to the content they’re consuming.

More importantly, podcast ads work. In fact, they drive measurable impact across the funnel—from awareness to purchase intent:

Two ways to buy, one powerful platform

Whether you’re managing campaigns in Spotify Ads Manager or buying through your DSP of choice, you’ll be accessing the same powerful podcast inventory. So no matter which path you take, you’re in good company—and good content.