Amazon DSP adds Spotify ads in Australian integration

Amazon Ads and Spotify have agreed to an integration in Australia that gives advertisers using Amazon DSP programmatic access to Spotify's streaming audio and video advertising inventory.

The tie-up connects Amazon's demand-side platform with Spotify's ad supply in the local market. It adds Spotify placements to campaigns bought through Amazon DSP, alongside inventory already available across Amazon properties and third-party publishers.

For Australian advertisers, the integration is positioned as a way to plan and buy across audio, video and display channels from one platform. It also brings Spotify inventory into media plans that already include Connected TV.

Willie Pang, GM of Amazon Ads, said the company aims to balance the needs of buyers and sellers as it expands supply options for advertisers. "Amazon Ads is committed to being a trusted partner for both advertisers and publishers, helping them unlock the full value of their audiences and inventory," he said.

Pang said Spotify inventory would sit alongside other channels available through Amazon DSP. "With the addition of Spotify's premium audio and video supply, Amazon DSP offers a truly omnichannel solution for Australian advertisers - spanning Connected TV, display, and audio across the Amazon canvas and the open internet," he said.

Inventory access

Advertisers using Amazon DSP will be able to buy Spotify streaming audio and video ads through programmatic tools, giving brands another route into Spotify's ad formats without negotiating direct insertion orders.

Spotify said the integration would give advertisers more choice in how they reach listeners and viewers. Liam Hickey, Head of Automation, JAPAC at Spotify, said the company continues to focus on how brands buy media on the platform.

"We're always looking for ways to give advertisers more flexibility and control to connect with fans on Spotify," Hickey said. "That's exactly what this partnership makes possible. By bringing our audio and video inventory to Amazon DSP, we're making it easier than ever for Australian advertisers to reach our highly engaged global audience. Advertisers using Amazon DSP will have access to Spotify's streaming audio and video ad inventory, enabling omnichannel activation at scale. This partnership allows advertisers to incorporate Spotify's high-quality content alongside Amazon's diverse Connected TV inventory, supporting effective full-funnel planning, activation, and measurement in a single solution."

Spotify reports 751 million monthly users globally, including 290 million subscribers, across 184 markets. The partnership combines Spotify's audience reach with Amazon signals drawn from shopping, streaming and browsing activity.

Signals and measurement

Amazon DSP uses first-party data from Amazon's services and tools that match signals in controlled environments known as clean rooms. Amazon also uses AI-based systems for parts of campaign planning, media buying and reporting.

Advertisers will gain access to measurement and attribution features across different stages of marketing activity. The announcement described this as "full-funnel measurement and attribution", a term commonly used in advertising to describe reporting from brand awareness through to conversion.

In practical terms, the integration places Spotify audio and video impressions into the same buying interface agencies and brands already use for Amazon DSP. It also allows teams to coordinate audio placements with other channels in a single workflow, rather than splitting budgets and reporting across multiple tools.

Amazon Ads sells advertising across Amazon's owned and operated properties, including Prime Video and Twitch, as well as third-party sites and apps. Spotify sells ads across its music and audio catalogue and has expanded into podcasts and audiobooks in select markets.

Programmatic buying remains a central part of digital advertising, particularly for brands managing large campaign volumes across multiple publishers. The Australian integration reflects a broader industry trend in which major streaming and audio platforms distribute more inventory through demand-side platforms, alongside direct sales.

The integration is now available for Australian advertisers using Amazon DSP.