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Spotify has officially introduced its Spotify Ad Exchange (SAX) platform and an array of advertiser-focused artificial intelligence (AI) tools in India. This announcement, made on Monday, follows the global introduction of the services just a week prior. The SAX platform is designed to streamline the process of purchasing and placing advertisements on the platform, marking a notable innovation for advertisers in India. Notably, this will be the first time advertisers in the region can benefit from comprehensive addressability and performance measurement capabilities. Additionally, users will be empowered to produce audio ads at no cost through Generative AI Ads within the Ads Manager.
Spotify’s New Ad Platform and AI Features are Now Available in India
The launch of the SAX platform and Generative AI Ads was detailed in a press release from the company. Originally unveiled in the United States and Canada, the platform is now expanding to other regions, including India. According to Spotify, this initiative will enable advertisers to target logged-in users through a real-time auction system. Furthermore, advertisers will have the ability to monitor the reach and impact of their advertisements through the platform.
A key feature of SAX is its real-time bidding (RTB) model, where various advertisers compete for ad placements through demand-side platforms (DSPs). The advertiser willing to bid the highest secures the ad space, with the entire transaction occurring in mere seconds.
In its Indian expansion, Spotify’s programmatic advertising platform is linked with several major DSPs, including Google Display & Video 360, Magnite, and The Trade Desk. These integrations allow advertisers to access the full spectrum of the platform’s audio, video, and display advertisements. Plans to incorporate podcast ads into the platform’s offerings are also on the horizon. This will enable users to better identify their target audiences while being able to evaluate results across diverse media channels.
According to an internal analysis by Spotify, which reviewed over 350 ad campaigns across different publishers via Google DV 360, the SAX platform reportedly resulted in an average incremental reach of 11.5% without an increase in media expenditures. Moreover, the platform aims to enhance unique reach and minimize ad repetition, thereby reducing the likelihood of brand fatigue among listeners.
In tandem with SAX, Spotify is rolling out the Spotify Generative AI Ads feature, which is accessible through its Ads Manager platform. This innovative tool allows advertisers to create scripts and voiceovers using AI technology, enabling the production of AI-generated voice ads at no extra cost. The company emphasizes that this tool is designed for advertisers of any scale in India, allowing them to effortlessly develop and implement scalable audio ads on the Spotify platform.
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