Spotify to buy ad tech firm Megaphone to monetise podcasts

With the acquisition, the music-streaming platform aims to create targeted ads and make Spotify’s Streaming Ad Insertion available to third-party podcast publishers for the first time.

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Spotify has agreed to buy podcast advertising and publishing company Megaphone to provide publishers with the option to monetise their podcasts via the streaming platform.

With the acquisition, the music-streaming platform aims to create targeted ads and make Spotify’s Streaming Ad Insertion available to third-party podcast publishers for the first time. The company said it will ‘soon’ make ad tech available after deal closes.

“We look forward to Megaphone joining Spotify on our mission to accelerate smarter podcast monetisation for advertisers and podcast publishers powered by a scaled audience and state-of-the-art technology,” Dawn Ostroff, Chief Content & Advertising Business Officer at Spotify said

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Spotify’s Latest Buy: Another Big Bet on Podcasts’ Future

Spotify (NYSE:SPOT), the global leader in music streaming, announced on Nov. 10 that it is acquiring podcast advertising and publishing platform Megaphone. The deal values Megaphone at $235 million and marks yet another investment by the Swedish tech giant into the podcast industry. Here’s what Spotify shareholders need to know about the deal.

What Spotify is getting

Megaphone is a middleman between podcasters and podcast advertisers. It helps creators publish shows and helps advertisers partner with those same shows, making it easy for creators to monetize their work.  

Spotify's UI.

Image source: Getty Images.

We don’t know the exact number of publishers who use Megaphone, but the company works with some of the largest studios in the industry. ESPN, the Wall Street Journal, Bloomberg, and many others use it as a premium publishing tool and a way to efficiently line up advertisements for their shows. This differs from Anchor, a

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Apple launches new embeddable web player for Podcasts

Apple on Monday launched a new embeddable web player for its Podcasts, giving creators, marketers, and listeners new options for sharing and playing podcast content.

As first spotted by TechCrunch, anyone can create an embeddable web player from either the Apple Podcasts Preview page or the Apple Podcasts Marketing Tools portal.

The web player is customizable and includes the most recent episodes of a single podcast. It’s also interactive, allowing listeners to play an entire episode without moving to another app or webpage. Users can also use the web player to open the Apple Podcasts app so that they can learn more about a program or add it to their subscriptions.

Each embed player is responsive and will adapt to various interfaces on macOS, iOS, or other operating systems. They also feature the full suite of playback controls and show notes.

Listeners can also generate embed codes through the

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Spotify to buy ad tech firm Megaphone to monetize podcasts

STOCKHOLM/NEW YORK (Reuters) – Sweden-based Spotify Technology SA SPOT.N has agreed to buy podcast advertising and publishing platform Megaphone, it said on Tuesday, the latest in a series of a deals to boost its podcast platform.

FILE PHOTO: The Spotify logo is displayed on a screen on the floor of the New York Stock Exchange (NYSE) in New York, U.S., May 3, 2018. REUTERS/Brendan McDermid

The deal is worth $235 million, a Spotify spokesman said.

The company will use Megaphone’s technology to create targeted ads, it said, and will also make its proprietary ad monitoring tools available to third-party podcast publishers.

Spotify, which earns revenue from paid subscriptions and by disseminating ads to non-paying users, saw its advertising business return to growth in the third quarter after it was hit by the pandemic earlier this year.

Executives have said ad growth will accelerate in the current quarter.

Its heavy investments

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New ISG ‘Bots and Beyond’ Podcasts Explore Reality, Hype of Automation Technology

Experts with Paddy Power Betfair, Western Union, DigitalFabric, Mercer join first episodes;Podcasts cover chatbots, remote work, citizen developers, automation’s role in business continuity

STAMFORD, Conn., Oct. 23, 2020 (GLOBE NEWSWIRE) — Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm, today announced the launch of “Bots and Beyond,” the latest ISG Smartalks™ podcast series. The new series features conversations with enterprise leaders, automation practitioners and industry consultants that offer in-depth views on the fast-moving automation technology landscape.

The use of chatbots to deliver better customer experiences is covered in the newest episode, “Bots and Beyond” Episode 4: “To Chatbot or Not?” Host Wayne Butterfield, director, ISG Automation, talks with Richard Clarke, managing director of Customer Operations at Paddy Power Betfair, about how the international sports betting and gaming operator uses digital tools to provide contextually rich, personalized and relevant customer interactions.

In “Bots and Beyond”

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