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Spotify is acquiring podcast production and analytics company Megaphone in an effort to expand its investment in the medium—and sweeten the deal for advertisers.
The deal, valued at $235 million, means Spotify can offer its proprietary Streaming Ad Insertion (SAI) to third-party podcast publishers for the first time.
“We are still in the early chapters of the streaming audio industry story, but it is absolutely clear that the potential is significant,” said Dawn Ostroff, chief content and advertising business officer at Spotify, in a statement.
Spotify is making even more aggressive moves into the podcast space after
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