Leverage Spotify’s ad tech to diversify direct sales, tap into PMP deals, and more

Spotify is a cultural constant, playing an integral role in the daily lives of more than 696 million fans worldwide. Within our podcast business, we’ve continued to invest in new ways for creators and publisher partners to better engage these passionate audiences and expand their revenue opportunities. That’s why, beginning midyear 2026, we’ll be unlocking even greater monetization potential by transitioning Megaphone-hosted publishers to Spotify’s powerful ad stack. This will enable publishers to traffic both direct-sold campaigns and private marketplace (PMP) deals using Spotify’s ad technology, delivering more opportunities to improve yield and ad performance across on-Spotify and off-platform inventory.

New ad formats and programmatic access  

The transition of Megaphone publishers to the Spotify Ad Server opens up a wealth of new offerings for partners’ direct sales. This includes access to new, outcome-based ad format offerings, including video ads and clickable audio ads. These formats can be applied to both video and audio content on Spotify and provide greater understanding into how users are converting. Targeting will also be enhanced by introducing Spotify first-party data.

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Publishers will also have the ability to book PMP deals through the Spotify Ad Exchange, with DSP partners including The Trade Desk, DV360, Amazon, Yahoo and more. For the first time ever, publishers can take advantage of Spotify’s auction environment to traffic non-guaranteed deals, providing added flexibility to set up campaigns that meet direct advertiser needs. 

A flexible platform to fit your vision and fuel your growth 

We’re thrilled to open up Spotify ad technology to our publisher partners, providing access to Spotify’s reach, scale, and data to help uplevel revenue opportunities no matter how they choose to monetize. Over the coming months, we'll be equipping publishers to make the most of these new capabilities as we prepare to begin rolling them out midyear 2026. Stay tuned for more details from partner managers and Spotify channels as we move toward this new phase.

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