By using this site, you agree to the Privacy Policy and Terms of Use.
Accept

Your #1 guide to start a business and grow it the right way…

InSmartBudget

  • Home
  • Startups
  • Start A Business
    • Business Plans
    • Branding
    • Business Ideas
    • Business Models
    • Fundraising
  • Growing a Business
  • Funding
  • More
    • Tax Preparation
    • Leadership
    • Marketing
Subscribe
Aa
InSmartBudgetInSmartBudget
  • Startups
  • Start A Business
  • Growing a Business
  • Funding
  • Leadership
  • Marketing
  • Tax Preparation
Search
  • Home
  • Startups
  • Start A Business
    • Business Plans
    • Branding
    • Business Ideas
    • Business Models
    • Fundraising
  • Growing a Business
  • Funding
  • More
    • Tax Preparation
    • Leadership
    • Marketing
Made by ThemeRuby using the Foxiz theme Powered by WordPress
InSmartBudget > Marketing > Spotify’s head of global ad sales on the latest in programmatic audio

Spotify’s head of global ad sales on the latest in programmatic audio

News Room By News Room June 30, 2025 6 Min Read
Share

Podcasts have long been known for a very personal style of host-read ads that are often sold directly. So when it comes to programmatic ad sales, the sector has sometimes been viewed as a rare holdout.

But, much like the worst person you know starting a podcast, the introduction of more ad tech and automation in podcasting seems all but inevitable.

In one of the latest signs of the time, Spotify rolled out its Spotify Ad Exchange this spring, marking the first time the audio giant is letting ad buyers participate in true open-marketplace programmatic bidding through demand-side platforms like The Trade Desk and Google DV360.

“Marketers want more flexibility and more agility to make decisions,” Brian Berner, Spotify’s head of global ad sales and partnerships, told Marketing Brew at Cannes Lions. “They don’t want to be held to the traditional, long-term upfronts. We’ve been getting that feedback for a while.”

As of now, the exchange includes music and video content, but podcasts are soon to come, Berner said. We spoke with him about the new ad exchange and the current state of the audio ad ecosystem.

This interview has been edited and condensed for clarity.

What was your thinking behind putting all music and video content in the Spotify Ad Exchange first and at the same time?

How we think about inventory in general is we think about the user experience…What we as a company are doing, from a consumer experience perspective, is as we’re making a bigger push to have video content on the platform, it’s because our consumers are looking for music videos or video podcasts. What we think through is, first you look at the user experience, and then it’s like, “All right, based on this moment, am I watching Spotify, or am I listening to Spotify?” Then our tech will, in that environment, whether it’s in-stream or in-feed, decide if it’s best to serve an audio ad right now, a display ad, or a video ad. Regardless of whatever those three ads are, all of it is accessible via programmatic.

Why wait to add podcast inventory to the mix?

You have to build the foundation and then start putting together all the framework. We needed to build the core ecosystem or infrastructure. Now pods are next on the roadmap, and further innovation to come.

Get marketing news you’ll actually want to read

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.

Do brands and buyers still have the same brand-safety concerns about buying podcast ads programmatically as they did when that tech was less common in audio?

I don’t think so. I think the hesitation a couple years back was that the standardization and verification wasn’t there. [There have been] big announcements from us these past years, like our partnership with IAS and incorporating their brand-safety metrics into podcasts in particular. I think as people have gotten more comfortable with industry standardization that is similar to brand-safety metrics in just digital, period, [that] has gotten everyone more comfortable leaning in and knowing that the right controls are in place to make sure your brand is appearing in environments you want it to. I’d say the hesitation isn’t there as much, but brands are always going to keep brand safety top of mind.

Is the podcasting tech and advertising space up to speed with other digital platforms?

Podcasting is still in its infancy. You’re going to see continued consumption, engagement, and innovation in podcasting. You have creators leaning in, and the ones that are truly partnering with us, or just any audio partner for that matter, they’re starting to understand you can’t replicate your social video strategy the same way you do podcasts. You are going to see some phenomenal creators leverage audio differently than social to build bigger followings.

With video and audio content becoming increasingly tied together, how do you advise brands around measuring campaigns that run against the same general content but on different platforms, like a pure RSS podcast and a YouTube video?

Brands are pushing us there…What we’re trying to solve for is that a good portion of podcasts are still downloaded, and everything Spotify is trying to do with SAI (Streaming Ad Insertion) is to get podcasts into streaming. If you can get more streaming consumption, then you have the standardization of measurement. We are working with brands on holistic performance, and then they’re looking at their creative within maybe music versus podcasts and figuring out what messaging performs. But we still have to continue to invest and innovate in measurement.

Read the full article here

News Room June 30, 2025 June 30, 2025
Share This Article
Facebook Twitter Copy Link Print
Previous Article Venture capital: how it works and how to attract it
Next Article How InMyExpertOpinion Is Battling AI Product Reviews
Leave a comment Leave a comment

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Wake up with our popular morning roundup of the day's top startup and business stories

Stay Updated

Get the latest headlines, discounts for the military community, and guides to maximizing your benefits
Subscribe

Top Picks

13 ways to fund your business (without a bank loan)
July 1, 2025
How a Good Mentor Can Change the Trajectory of Your Business — and Make You Happier at Work
July 1, 2025
Twitch CEO Talks Social Media, AI and the Creator Economy
July 1, 2025
Substack Is Having a Moment—Again. But Time Is Running Out
July 1, 2025
Coworking with Stephanie DiPisa
July 1, 2025

You Might Also Like

Coworking with Stephanie DiPisa

Marketing

How Carvel created the first ice cream–dispensing billboard

Marketing

Should your brand open a coffee shop?

Marketing

Why Hilton stuck with McLaren for almost 20 years without a championship

Marketing

© 2023 InSmartBudget. All Rights Reserved.

Helpful Links

  • Privacy Policy
  • Terms of use
  • Press Release
  • Advertise
  • Contact

Resources

  • Start A Business
  • Funding
  • Growing a Business
  • Leadership
  • Marketing

Popuplar

Best five invoice factoring companies for small businesses
Top 17 Events and Conferences to Help Grow Your Business
Here’s Why You Shouldn’t Obsess Over Metrics

We provide daily business and startup news, benefits information, and how to grow your small business, follow us now to get the news that matters to you.

Welcome Back!

Sign in to your account

Lost your password?