• by Tobi Elkin  @tobielkin, July 20, 2016

Streaming music provider Spotify announced on Wednesday that it had tapped Rubicon Project to automate its audio inventory.

The deal means that Spotify will offer its advertisers the ability to deliver ads in real time to its more than 70 million registered users, stated Brian Benedik, Global Head of Sales, Spotify. It marks the first time automated advertising has been brought to Spotify’s digital in-app audio via Deal ID and private marketplaces.

“With consumers increasingly turning to their mobile devices to consume content, streaming audio providers like Spotify are primed to tap into the enormous benefits of advertising automation as buyers seek access to audiences exactly where and when they are most receptive,” stated Harry Patz, Chief Revenue Officer, Rubicon Project.  

Spotify also said brands can access its data and target listeners with 15- and 30-second audio spots based on age, gender, music genre and specific playlists in real time via Rubicon Project's Orders platform. The spots are available across Spotify’s multichannel/screen offering through sponsored play, individual and national playlists, in addition to podcasts.