Spotify on Monday acquired content recommendation engine MightyTV in a bid to increase personalization and programmatic ad capabilities. The financial terms of the deal weren't disclosed. Spotify said that MightyTV’s technology will be deployed to help make its music streaming platform serve more relevant ads to users. The deal calls for Spotify to integrate MightyTV’s recommendation engine with its proprietary data management platform (DMP). This integration will enable Spotify to tap into listener data and other third-party assets to serve personalized ads to users programmatically. Spotify which has programmatic audio inventory, is eager to grow its programmatic sales overall; the company said programmatic advertising on its platform is led by display, video, then audio, according to a report in AdExchanger.