Private Marketplaces

Be Heard in the Moment. Millions of people soundtrack their moments with Spotify — using music and podcasts to relax, to commute, to work out, to party and everything in between. All of this listening fuels our Streaming Intelligence: first-party data that reveals contextual mindsets, habits, and tastes in the moment.

PMP: Reach the audiences that matter in real time

Through private marketplaces, hand-select your target audience from our user base and bid on the impressions that are right for your campaign.

• Make campaign adjustments in real-time

Device ID matching
• Bring first- and third-party datasets to Spotify mobile inventory for targeting and measurement


  • Reach users in screenless moments where visual media can’t reach them
  • Leverage Spotify’s Streaming Intelligence to reach users based on moods, mindsets and moments
  • Deliver a 1:1 message through a high share of voice with a seamless listener experience

Available SSPs: Magnite SSP, Xandr SSP
Available DSPs: Many available. Speak to your DSP to see if they have access.
Environment: in-app


  • Deliver video ads to 100% logged-in users
  • Sound-on environment amplifies video message
  • Video serves when the app is in view resulting in high viewability
  • Ads served against high-quality, professional content

Available SSPs: Magnite SSP, GAM SSP
Available DSPs: Many available. Speak to your DSP to see if they have access.
Environment: in-app


  • IAB standard display unit
  • Reinforce your brand message with highly viewable display
  • Extend campaign reach in a brand-safe environment.

Available SSPs: Magnite SSP, GAM SSP
Available DSPs: Many available. Speak to your DSP to see if they have access.
Environment: in-app, web browser

Private Marketplace Targeting Availability

Use Spotify's demographic targeting (age, gender, language) to confidently reach your target audience. With a single login across devices and constant engagement throughout their day, our cross-platform audience is easy to reach with precision.

*Please note that you have to choose at least three genres or three playlists per campaign.

Reach users currently listening to music aligned with popular daily activities, life moments, moods, and seasonal events.

  • 50s
  • 60s
  • 70s
  • 80s
  • 90s
  • 2000s
  • Baby
  • Biking
  • Birthday
  • Chill
  • Cold
  • Commute
  • Cooking
  • Dinner
  • Focus/Study
  • Gaming
  • Getting Ready
  • Girls Night Out
  • Happy
  • Holidays
  • Housework
  • Kids
  • Moody
  • Music Festival
  • Oldies
  • Outdoor Activities
  • Party
  • Rainy
  • Road Trip
  • Romance
  • Running
  • Sleep
  • Study
  • Summer
  • Sunny
  • Throwbacks
  • Travel
  • Wedding
  • Weightlifting
  • Work
  • Workout
  • Yoga

Deliver your message immediately after a user has listened to a specific genre.

  • Alternative
  • Blues
  • Children’s
  • Christian
  • Classical
  • Country/Folk
  • Dance/House
  • Easy Listening
  • Electronica
  • Funk
  • Hip Hop/Rap
  • Holiday
  • Indie Rock
  • Jazz
  • K-Pop
  • Latin
  • Metal
  • New Age
  • Pop
  • Punk
  • Reggae
  • R&B
  • Rock
  • Soundtrack
  • Spoken Audio
  • Traditional

Audience Segments for Desktop PMPs

Use Spotify’s first-party Streaming Intelligence as a premium data source in your programmatic private marketplaces for Spotify’s desktop inventory through Google Ad Manager.

Reach your audience through first-party segments crafted by analyzing Spotify listeners’ streaming behaviors, music tastes and registered demographic data.

  • Live Entertainment/Concert Goers
  • Festival Goers
  • Socialites/Partiers

  • Fitness Enthusiasts
  • Health and Wellness/Healthy Living

  • Travelers
  • Foodies

  • Moms
  • Dads
  • Parents with Children in Household
  • Engaged/Getting Married

  • Tech Early Adopters
  • Gamers
  • PlayStation Users
  • Connected TV/Set Top Box Users
  • Apple iOS Users
  • Android Users
  • Smartphone Users

  • Desktop Leaderboard
  • Desktop Video

  • US
  • BR
  • MX
  • UK
  • DE
  • ES
  • IT
  • FR
  • AU

You can access this data set through any demand-side platform with access to Google Ad Manager and the ability to run a private marketplace (PMP). Spotify will build the data in the deal ID for use.

Measurement for Private Marketplaces

Using the information we pass in our bid stream, you can leverage your own measurement vendor and DSP relationships to execute measurement on Spotify inventory.

Below are the identifiers that can be garnered from Spotify ad inventory. All third-party measurement must be executed through pixels or macros included in VAST responses. Spotify does not host third-party pixels for programmatic measurement.

• Device ID (via bid request)
• IP address (via bid request)
• No cookie available

• IP address (via bid request)
• No Device ID available
• No cookie available

• IP address (via bid request)
• Cookie (via browser)
• No Device ID available

PMP Troubleshooting

Checklist for non-spending deals:

  • Frequency capping on the IO and/or line item could impact delivery on desktop campaigns.
  • Spotify traffic is almost entirely app-based, which means we do not pass a web cookie in our bid requests.
  • If your DSP is frequency capping on desktop than they are likely doing so through cookies, which will not work.
  • Frequency capping on mobile can usually be done using Device ID, but you should confirm with your DSP.

  • Any data layering that requires user info from a cookie may cause the deal to not respond properly to our Bid Request.
  • Data based on Device IDs will work on our mobile inventory.

  • Spotify does not accept VPAID tags or VAST tags wrapped with VPAID calls.
  • Please ensure you’re only passing VAST tags for creative units.

  • Some DSPs are sensitive to mobile-app environments. As Spotify is not providing mobile ‘web’ traffic, you should confirm your DSP is set up to bid on this inventory
  • Make sure you don’t have viewability thresholds, pre-bid filters or day part/time parting applied

  • Please double check the specifications on the next page to ensure you are sharing the right creative formats.

Auction Model:

  • Spotify PMPs run in an auction model.
  • Make sure you are bidding above the floor rate.
  • If you’re still not winning, consider raising your bid price to be more competitive.
  • Beware if algorithmic CPM bidding is applied this may cause hindrance or block deal delivery. Switch to fixed CPM bidding only.


  • If you wish to bid in a non-USD currency, please check with your DSP to see if they can support.
  • If you do this, ensure that your deal bid price is slightly higher than the format’s set floor price to account for any exchange rate fluctuations.

  • Our mobile environment requires that all creative and tracking are secure (https).
  • Failure to secure tags will be detrimental to delivery and cause tracking discrepancies.

  • Please ensure you have not added any non-supported measurement or tracking tags on your inventory.

  • Check the Deal Token or Deal ID in the DSP to make sure that it matches with the Deal Token or Deal ID the publisher has in the SSP for that particular Deal.

Still having trouble? Contact your Spotify rep for additional assistance.

Looking for something a little more custom? Let's talk.