Spotify says it’s acquiring two major podcast tech platforms
announced today
it’s acquiring both Chartable and Podsights — two of the most prominent podcast marketing and ad attribution companies. The deal price hasn’t been disclosed, but this marks the first major acquisition the company has made this year in a long line of audio purchases. Both Podsights and Chartable allow podcasters and networks to include tags in their shows that are used to track who listened, if they heard an ad, and whether they took action upon hearing it. Spotify says it plans to use Podsights’ technology outside podcasting and will bring it to the “full scope of the Spotify platform, including audio ads within music, video ads, and display ads.
This deal is particularly critical for the company as it tries to make its ad platform the best and most powerful in audio. If it wants everyone to purchase ads through its marketplace, then it needs technology to better figure out who’s listening to those ads and what they’re doing after hearing them. At the same time, marketing analytics are critical for show creators who want to ensure they’re spending their budgets well.
Spotify has been on a podcasting acquisition spree in recent years, spanning across advertising technology, audiobooks, and top creative talent. Last year, the company bought
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