Spotify is launching the Spotify Ad Exchange (SAX) to connect advertisers directly to its inventory, aiming to compete with larger platforms like Meta and Google.
As the first DSP partner, The Trade Desk will help link North American advertisers to Spotify's video inventory with plans for audio ads to follow.
Spotify will leverage The Trade Desk's OpenPath technology, enhancing access to its ad inventory while participating in the cookie-less Universal ID 2.0 framework for targeting users.
The partnership exemplifies Spotify's commitment to evolving its advertising capabilities, with a focus on privacy-safe user targeting methods as the landscape shifts away from third-party cookies.
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