Spotify's ad tech is coming to third-party podcasts


[Spotify] has acquired podcast platform heavyweight Megaphone with the aim of making Spotify’s ad insertion tech available to third-party podcast publishers “for the first time.” If publishers want it, they’ll have the option of monetizing their podcasts through Spotify (complete with tracking) instead of having to negotiate their own sponsorships.

This could be good news for podcast publishers that might have otherwise struggled to make a profit from their shows. However, it could also lock them in. They may be less likely to distribute podcasts through rivals like Apple if they aren’t certain they can get ads on those platforms.

Money, money, money, money. Oh, and tracking. Gotta have tracking 🙄