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Work toward unlocking higher-performing omnichannel campaigns with Spotify

Green graphic representing The Trade Desk x Spotify Omnichannel Partnership

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As streaming becomes the soundtrack to our lives, digital audio has emerged as one of the fastest-growing and most versatile media channels for reaching consumers.1 For advertisers, this can make audio a powerful vehicle for bolstering brand awareness, driving measurable performance, and delivering a more cohesive customer journey. 

Spotify, the world’s most popular audio streaming service, is one of the most direct routes to these potential benefits. Thanks to publisher integrations with The Trade Desk platform, you can work toward stronger outcomes, lower costs, and more efficient reach across the funnel with omnichannel campaigns that include the streaming giant.

Why digital audio belongs in your media plan

People spend more time with audio than any other digital channel, listening for two hours per day while they commute, work, exercise, and cook dinner.2 Among these users’ preferred channels, Spotify leads the pack, with more than 696 million global monthly active users.3 

In the U.S., the U.K., Germany, and France, for example, 61% of music streamers and 50% of podcast listeners report using Spotify.4 Marketers have a huge opportunity to create moments for brand interaction with audiences who are more attentive and receptive to messages. 

This scale is now available through the Spotify Ad Exchange, which advertisers can access through the Sellers and Publishers 500+, open exchange, and private marketplace deals, making it easier than ever to work toward: 

  • Extending omnichannel reach 

  • Delivering measurable performance 

  • Reaching engaged users across screens and moments 

How Spotify audio and video can drive performance

Thanks to this global reach, Spotify is uniquely positioned to turn digital audio into your next performance channel. That’s because listeners typically choose what they hear, engage deeply, and consume media in brand-safe, high-attention environments. 

Aggregated campaign data across The Trade Desk platform highlights how Spotify can help you drive more efficient reach and lower funnel actions.5 

This applies across all Spotify formats, from traditional audio to newer short-form video inventory available on the platform. In fact, combining audio and video channels can drive 66% more incremental sales than audio-only campaigns,6 allowing marketers to reach more households and convert without necessarily increasing spend.

How Spotify can help you grow audiences while reducing costs 

Spotify’s inventory can complement other channels like connected TV (CTV) in ways that few formats can. For example, digital audio can reinforce CTV messages when other screens are off, sustain reach between campaign bursts, and deliver frequency without adding visual clutter. 

Including audio in your omnichannel media strategy can help unify your message and unlock scale, in some cases doubling both purchase intent and brand site visits7 and decreasing CPA by an average of 30%.8 It can also help you increase audience reach in premium content environments at lower CPMs, freeing up budget that can be reinvested in other high-performing channels. 

Where to leverage Spotify for holistic campaigns 

Incorporating Spotify in your media mix through our platform is straightforward, with flexible options for both open-market scale and curated private deals. 

Advertisers have multiple ways to activate this channel’s inventory depending on their reach, targeting, and deal preferences, including: 

  • Sellers and Publishers 500+ 

  • Open Market 

  • UID2-enabled OpenPath 

  • Deal ID 

Plus, if you’re looking to work toward even more podcast reach, Spotify Ad Exchange supports contextual and audience targeting across mobile and desktop both on and off platform. 

What to remember when including Spotify in your omnichannel mix 

By helping you drive lower CPAs and stronger engagement across the funnel, Spotify can be a powerful channel for helping you improve performance. Now, activation is simple across formats, devices, and audiences, giving you easy access to scaling your media strategy with digital audio and video. 

Ready to make Spotify part of your next campaign? Reach out to your account team at The Trade Desk to tap into the benefits of its inventory. 

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Sources: 
1. IAB, “Getting Audio & Podcasting on the Media Plan,” October 2024. 
2. GWI [market utilized], FY 2024. 
3. Spotify Monthly Active Users as of Q2 ’25. 
4. The Trade Desk Intelligence x YouGov Audio Research, June 2025, DE/FR/U.K./U.S. 
5. The Trade Desk Omnichannel campaigns Oct. 2024 – March 2025. 
6. Spotify Advertising Research, U.S. NCS, Jan. 2020 – March 2023. 
7. DISQO benchmarks from 1 to 3 channels TTD campaigns 2021 – 2024, n=94. 
8. TTD Platform-wide global analysis of conversion campaigns with audio, H2 2024, n=316,412.