Last year, Spotify and Amazon DSP partnered with the goal of making it easier for advertisers to reach people in the moments that matter. Today, we’re taking that partnership to its next level by directly integrating Amazon DSP with Spotify Ad Exchange, enabling access to podcasts on Spotify for the first time, globally.

Powered by Amazon’s trillions of shopping, streaming, and browsing signals and robust full-funnel performance insights, this update expands how brands show up across sight and sound on Spotify, with more formats, broader reach, and greater buying flexibility.

Spotify podcast ads, now on Amazon DSP

Advertisers using Amazon DSP can now run audio ads across podcasts. This creates new opportunities to connect with audiences during moments of focused listening, from morning commutes and workouts to deep-dive content sessions at home.

Broader global reach, built for scale

This integration opens the door to more markets. Advertisers in Australia, Japan, (audio and video) and India (video) can now access Spotify inventory and first-party data directly through Amazon DSP.

By connecting directly to the Spotify Ad Exchange, advertisers can access Spotify's inventory through a more transparent and efficient path, reducing intermediaries and giving buyers greater visibility into where media dollars are spent. Combined with Spotify's brand-safe environment and high-quality inventory, direct access through Amazon DSP helps advertisers prioritize trusted supply sources within their programmatic campaigns.

Greater buying flexibility

Advertisers now have more control over how they activate Spotify within their programmatic strategies on Amazon DSP. Alongside PMP deals for audio and video ads across music and podcast inventory, we're adding:

• Programmatic Guaranteed for audio or video ads on music inventory, enabling access to Spotify’s first-party custom audiences with fixed CPMs and more predictable delivery
• Open Auction video ads, providing a flexible way to access Spotify's high-quality music inventory alongside other programmatic media

In practice, this means brands can adapt their Spotify strategy to match how audiences move. An always-on approach through biddable deals like PMP and Open Auction helps advertisers stay present for daily moments, driving efficiency during high demand seasons, and getting ahead of the curve as new fandoms emerge. Programmatic Guaranteed provides additional control around key moments, helping brands secure delivery against high-priority audiences during tentpole events, seasonal campaigns, or major cultural moments.

By bringing Spotify inventory directly into Amazon DSP, advertisers can also use this flexibility to manage Spotify as part of their broader omnichannel strategy, allowing for holistic planning, frequency management, and optimization across channels.

Proof in practice: Arla Foods expands reach with audio

For marketers already leaning into omnichannel strategies on Amazon DSP, adding Spotify to the media mix can unlock incremental reach.

Arla Foods in the UK tested this by combining streaming TV and programmatic audio through Amazon DSP, driving results that showed how each channel contributes distinct audiences:

A more connected programmatic future

This direct integration reflects how advertisers are planning today: across channels, formats, and moments. By bringing Spotify Ad Exchange and Amazon DSP closer together, we’re making it easier to activate campaigns that reflect how people listen, watch and engage on their terms.

For marketers focused on performance and reach, this creates a more connected way to build campaigns across the full media mix.