Yahoo DSP has expanded its premium audio offering by integrating Spotify, giving advertisers programmatic access to Spotify’s global music and podcast inventory through the Spotify Ad Exchange. This adds to Yahoo DSP’s existing partnerships with iHeartMedia, SiriusXM, Acast, and Libsyn.
The move comes as streaming audio becomes a key part of daily life, with Spotify listeners spending two hours a day on the app. Advertisers can now run audio, video, and display campaigns across Spotify with personalized targeting powered by Yahoo ConnectID, combining Spotify’s first-party data with Yahoo’s omnichannel reach.
Early campaigns have shown strong results, including up to 70% higher conversion rates and nearly 90% lower cost per action. With 696 million active users and nearly 7 million podcast titles, Spotify offers brands scale and contextual personalization, including dynamic ads tailored to time, location, or weather.
Yahoo says the partnership strengthens its position in identity-driven, omnichannel advertising, as audio emerges as a high-engagement, performance-driven channel for marketers.