[Editor Charlie sez: We often talk about how Big Tech uses our music as a data honeypot that allows platforms to learn all kinds of psychographic data about us. In fact, Spotify playlists are in buckets based on psychographic segmentation for this very purpose. Now we see what they do with all this data scraping. Spotify is tying your data it tracked scraped from its music streaming dominance to gain an advantage selling a tied product. Spotify uses the artist’s music as a honeypot to track and scrape your data to boost tracking and scraping your data from the podcast honeypot.]
Spotify is going to start using its copious amounts of user data to run targeted ads inside its exclusive podcasts. Targeted advertising remains new ground for podcasts, and the announcement sets Spotify up to potentially branch out beyond its own shows and begin placing ads in other networks’ content. If it catches on, Spotify could become a full-blown podcast ad network.
With technology it’s calling Streaming Ad Insertion, Spotify says it’ll begin inserting ads into its shows in real-time, based on what it knows about its users, like where they’re located, what type of device they use, and their age, similarly to how the broader web operates. Spotify already automates dynamic ad insertion on the music side of its business, it’s now expanding and improving that tech for podcasts.