The news: Spotify announced updates to its advertising offerings on Wednesday, expanding access to its inventory and enhancing its addressability capabilities for programmatic buyers through several new partnerships via Spotify Ad Exchange (SAX).

• The company announced a global partnership with Amazon that allows advertisers using Amazon’s demand-side platform to access Spotify’s audio and video inventory.
• Spotify is also partnering with ID5 to enhance addressability for programmatic campaigns in Europe, expanding access to music and podcast content.
• Advertisers leveraging Yahoo DSP will also be able to access SAX with a new integration to unlock precision measurement across Spotify’s content—a move that has already helped advertisers see a nearly 70% improvement in conversions and 90% decreased cost per action.
• Spotify will expand SAX for Publishers in 2026 for Megaphone-hosted publishers, allowing them to book private marketplace deals using SAX.

Beyond SAX, Spotify announced new initiatives building on its Ads Manager offering, including a Smartly partnership to expand inventory and an upcoming split testing tool to compare various creative elements against KPIs.

Spotify’s ad strategy: Spotify has been accelerating its ad offerings after launching SAX globally in April in an effort to become a full-funnel advertising solution. Notably, the company continues to expand its programmatic podcast advertising initiative to boost growth, giving advertisers broader access to a growing market.