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Don't be surprised if the Spotify ads you hear start to match the vibe of your playlists.
The music streaming service announced today it will start offering programmatic advertising for the 70 million people using the free version of its platform. The Swedish company launched private marketplaces in partnership with AppNexus, Rubicon Project and The Trade Desk for buying both 15- and 30-second audio spots.
The marketplaces let brands buy audiences via real-time bidding based on demographics such as age, gender, location and listening habits including playlists and genres.