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2
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· Posted on
February 21, 2024

Spotify buys Podsights and Chartable

By helping podcast ad attribution...we could be about to see it rain advertising dollars up in here.

What's the key learning?

  • Spotify is making two podcast/tech acquisitions: podcast measurement service Podsights, and analytics firm Chartable
  • The hope is to help Spotify's advertisers measure the impact driven by podcast ads
  • If it helps with marketing attribution, we could see a whole influx of cashola into pods going forward.

Background: Spotify is best known as the music streaming service that launched back in 2008. It later got into the podcast game and welcomed Harry and Meghan, Michelle Obama and Joe Rogan

 

What happened: Today, Spotify has around 3.2 million podcasts. But this ain't enough. Now, Spotify is making two podcast/tech acquisitions: podcast measurement service Podsights, and analytics firm Chartable.

 

What else: The hope is to help Spotify's advertisers measure the impact driven by podcast ads: one of the biggest unsolved problems in the podcast advertising game.

 

So what's the key learning?

 

💡Marketing attribution is all about working out which marketing tactics contribute to sales or conversions. 

 

💡When it comes to broadcast TV, out-of-home ads (like billboards) and podcast ads, attribution is tough. Ya just never really know if that exact ad is the cause of revenue growth. 

 

💡Now, Spotify is working to help advertisers link their spending to actual results in podcast. If it works, we could see a whole influx of cashola into pods going forward.

‍

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