Spotify acquires two major tech podcast platforms


Spotify is making more podcast acquisitions. The company announced today that it is acquiring both Chartable and Podsights – two of the most prominent podcast marketing and ad attribution companies. The deal price has not been disclosed, but this is the first major acquisition the company has made in a long line of audio purchases this year.

Both Podsights and Chartable allow podcasters and networks to include tags in their shows that are used to track who listened, whether they heard an ad, and whether they took action when they heard it. Spotify says it plans to leverage Podsights’ technology outside of podcasting and take it to the “full scope of the Spotify platform, including audio ads in music, video ads and display ads.” The Chartable acquisition appears to be targeting podcasters themselves rather than advertisers, mainly because of technology like SmartLinks.

“These tools will make it easier for publishers to turn audience insights into action and expand their listeners, all while ultimately growing their business,” Spotify writes.

This deal is particularly critical for the company as it seeks to make its ad platform the best and most powerful in audio. If it wants everyone to buy ads through its marketplace, it needs technology to better figure out who listens to those ads and what they do after hearing them. At the same time, marketing analytics is critical for show creators who want to make sure they spend their budget wisely. This deal will help creators and advertisers alike, two groups Spotify needs and wants to take to court.

Spotify has spent the past few years acquiring podcasts spanning ad technology, audiobooks, and top creative talent. Last year, the company bought Whooshkaa, Podz, Findaway and Locker Room to provide and promote more spoken audio content, which followed the purchase of major podcast ad platform Megaphone in late 2020. At the same time, Spotify has great talent and shows to promote ads. including Joe Rogan’s podcast, as well as Gimlet, Parcast, and The Ringer.

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