Yahoo DSP Brings Spotify Integration to Advertisers

Streaming audio is no longer background noise; it has become the soundtrack of daily life. Spotify fans spend at least 2 hours per day on the app, with 85% saying it helps them enjoy daily moments¹. Ninety percent of users make Spotify part of their daily routine², and listeners turn to audio in moments when other media cannot reach them, such as commutes, workouts, or hands-free routines at home like cooking. For advertisers, that shift creates new opportunities to connect with audiences in trusted, personal spaces.

Yahoo DSP is helping brands seize that moment with smarter targeting, personalization, and direct access to high-quality supply, now including Spotify, the world’s most popular audio streaming subscription service³. This builds on our existing roster of premium audio partners, including iHeartMedia, SiriusXM, Acast, and Libsyn – giving advertisers even broader access to trusted listening environments.

How It Works

With the launch of the Spotify Ad Exchange, advertisers can activate audio, video and display ads across Spotify’s music and podcast inventory directly in Yahoo DSP. This update provides flexible buying paths, personalized targeting through Yahoo ConnectID, and the ability to combine Spotify’s first-party audiences with the Yahoo DSP omnichannel reach.

The integration also supports Spotify’s broader strategy of making it easier for advertisers to reach Spotify fans with automated solutions like the Spotify Ad Exchange, giving Yahoo DSP advertisers direct, streamlined access to Spotify’s leaned-in global audience of highly engaged fans. This connection helps advertisers improve addressability and measure more precisely across Spotify supply, delivering nearly 4x higher conversion rates with Yahoo ConnectID⁴.

Advertisers are realizing efficiency gains: through Yahoo DSP, campaigns buying via Spotify Ad Exchange have seen nearly 70% improvement in conversion rates and cost per action declines of almost 90%⁵.

“Audio is one of the most personal forms of media, and with this integration, we are making it easier for brands to show up in the moments that matter most to listeners. By bringing Spotify’s ad supply into Yahoo DSP, advertisers can plan, activate, and measure audio alongside video, display, and CTV to unlock the full power of omnichannel advertising.” — Chandra Cirulnick, VP Global Supply Partnerships, Yahoo DSP

Why Audio Matters Now

Unlike many digital channels, audio earns focus. Seventy-one percent of daily podcast consumers say podcasts get most or all of their attention⁶. With nearly 7 million podcast titles available on Spotify and 696 million active users globally⁷, listeners spend hours with trusted hosts and shows in positive and brand-safe environments.

Dynamic audio ads running through Yahoo DSP can adapt in real time to a listener’s context, shifting based on location, time of day, or even weather. Personalization is no longer optional. Nearly a quarter of 16–34 year olds say they want ads tailored to their shopping or browsing habits⁸. Streaming audio is uniquely positioned to meet this demand, delivering creative that adapts in real time to what listeners are doing or anticipating.

That personalization extends beyond context. Audio ads can flex across demographics, music tastes, and local offers, giving brands the ability to resonate more deeply. Each play has the potential to be relevant and timely. These are the attributes that can drive higher ad recall and campaign performance.

Through Yahoo DSP, advertisers can also reach audiences in Spotify’s high-quality environment, where 65% of listeners surveyed say their time on the platform feels more positive than on social media⁹. That positivity translates into ads that resonate, feel less intrusive, and deliver lasting impact. And the results back it up: digital audio campaigns deliver 7x higher engagement vs. social media¹⁰ and 46% incremental ROAS¹¹, proving audio is not only personal but also performant.

Looking Ahead

The future of audio advertising is omnichannel, personalized, and identity-driven. AI voices are opening up scale, efficiency, and speed for brands with tools like Spotify’s Gen AI Ads, while human voice talent continues to anchor high-impact storytelling. Together, they give advertisers more creative options than before¹².

With Yahoo DSP and Spotify, advertisers can reach audiences at scale, deliver creative that adapts in real time, and measure outcomes in one streamlined workflow.

The next chapter of audio is here, and it is built to be heard.

Sources

¹ Spotify Company Info: https://newsroom.spotify.com/company-info/
² GWI x Spotify Moments Research Q1 2025, US
³ Spotify Earnings Report, Q2 2025
⁴ Yahoo DSP Internal Data (ConnectID Performance)
⁵ Yahoo DSP Internal Data (Spotify Ad Exchange Results)
⁶ Spotify Culture Next Vol 6 Survey, July 2024
⁷ Spotify Ad Exchange Direct GA Blog Post, Sept 2025
⁸ DMA, Customer Engagement Future Trends, 2024
⁹ GWI x Spotify Moments Research Q1 2025, US
¹⁰ Adelaide, July 2025
¹¹ Mutinex, July 2025
¹² The Drum, “Why advertisers need to switch on to personalized audio ads,” 2024

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