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Business News Deals Digital Media
Spotify buys podcasting data companies Podsights and Chartable
By Chris Cooke | Published on Thursday 17 February 2022
As Spotify has well and truly proven in recent weeks, the world of podcasting is all positive, there are no down sides, and no controversies at all. So why wouldn’t brands everywhere want to stick their ads alongside some podcast content or get their products formally linked to specific podcast programmes? And Spotify has just bought two more companies to help brands spend money with podcasters, and podcasters grow their businesses to make them more attractive to brands.
The two new acquisitions that further grow the podcasting side of the Spotify business are Podsights and Chartable. The former is “a leading podcast advertising measurement service that helps advertisers better measure and scale their podcast advertising”. The latter is “a podcast analytics platform that enables publishers to know and grow their podcast audiences through promotional attribution and audience insight tools”.
By buying Podsights, Spotify says, it will “be able to help advertisers understand how podcast ads drive actions that matter to their businesses. Over time, we plan to extend these measurement capabilities beyond podcasts to the full scope of the Spotify platform, including audio ads within music, video ads, and display ads”.
And by acquiring Chartable, Spotify will be able to enhance the podcasting platform it bought back in 2020, Megaphone, “further enhancing [its] suite of tools with the integration of Chartable’s audience insights and cutting-edge promotional tools, SmartLinks and SmartPromos. These tools will make it easier for publishers to turn audience insights into action and expand their listenership while ultimately growing their businesses”.
Lovely stuff. There could be more Spotify podcast acquisitions coming your way very soon, given recent reports via Sky News that it is seeking to buy podcast distribution platform Audioboom. Though Amazon is also apparently interested in buying that particular podcasting company, creating something of a bidding war.
To be honest, it’s no surprise the tech giants are competing for ownership of Audioboom – they presumably know its the service CMU uses to distribute the Setlist podcast. And I mean, who wouldn’t want control over that?
