Spotify Ad Exchange is now directly integrated with Amazon DSP, giving advertisers access to Spotify’s podcast inventory through the platform for the first time globally, alongside existing music inventory.

The integration builds on a partnership the two companies struck last year. It also arrives as part of a broader Amazon DSP expansion announced July 6, which opened self-service programmatic podcast advertising across multiple publishers and supply-side platforms, including SiriusXM Media/AdsWizz and iHeart Media/Triton, alongside Spotify Ad Exchange.

For Spotify, the direct integration adds new buying options beyond the private marketplace deals already available for audio and video ads across music and podcast inventory. Advertisers can now use Programmatic Guaranteed for audio or video ads on music inventory, which offers fixed CPMs and more predictable delivery, and Open Auction video ads for a more flexible way to buy Spotify’s inventory. The integration also expands into new markets, giving advertisers in Australia and Japan access to audio and video inventory, and in India access to video inventory.

Amazon pointed to Edison’s “Q2 2026 Share of Ear” data showing consumers spend more than one hour and 25 minutes daily on ad-supported audio, with podcasts and streaming audio accounting for nearly 40% of that time.

Spotify said the change reduces intermediaries in how advertisers access its inventory. “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,” the company said in its announcement.

Anne Bouttier, Global Head of Automation Sales at Spotify, framed the update around how audiences move between formats. “People move seamlessly between channels. They listen to podcasts, watch shows, and shop every day,” Bouttier said. “Together, Spotify Ad Exchange and Amazon DSP help advertisers connect moments by combining Spotify music and podcasts with Amazon’s unique signals.”

Spotify cited data showing 47% of podcast listeners aged 12 to 34 say the platform is their preferred podcast destination, and that its podcast network delivers 90% unique reach on average compared with music-only campaigns.

The companies pointed to a campaign from Arla Foods in the UK, which combined streaming TV and programmatic audio through Amazon DSP. The campaign produced 0.61% audience overlap across Prime Video, Spotify, and other streaming services, a 54% gain in incremental reach compared with Prime Video alone, and 2.95 exposures per listener on Spotify.

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