Spotify to launch ad exchange, partners Trade Desk

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Spotify is reportedly piloting an ad exchange, or a supply-side platform (SSP), to help scale its automated ad offerings.

In doing this, Spotify will reportedly be able to capture more ad revenue from small- and medium-sized businesses and make client spending more efficient on the platform, according to Axios.

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The new exchange reportedly can be plugged into various demand-side platforms (DSPs) to help connect advertisers directly to their inventory.

Spotify will also be partnering with The Trade Desk as its first DSP partner, said Axios. It has already begun testing with The Trade Desk.

The partnership is reportedly focused on connecting The Trade Desk's North American advertising clients to Spotify's video ad inventory.

The Trade Desk itself partners with publishers to make their ad inventory accessible directly to advertisers using OpenPath. With this expansion, Spotify will reportedly become one of the largest audio publishers to use OpenPath, said Axios.

As part of the partnership, Spotify will reportedly also join Universal ID 2.0 which is a cookie-less ad-targeting framework that was incubated by The Trade Desk.

The Spotify Ad Exchange will reportedly be Spotify's first major foray into scaling its automated ad business.

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