Podcasting has grown by leaps and bound, and there are millions of people around the globe who regularly listen to podcasts. To ensure its foothold in the growing segment, Sweden-based Spotify has announced the acquisition of US-based podcast technology company Megaphone. While details of the deal are yet to be disclosed, certain reports suggest that the deal is worth €198M.
Streaming Ad Insertion opens up for Megaphone
At the beginning of this year, Spotify introduced Streaming Ad Insertion or SAI. This feature is the company’s proprietary ad-insertion technology, which enables ad delivery based on a listener. In contrast with the old method of ad insertion in podcasts, where ads that are to be inserted are selected beforehand, SAI picks ads in real-time using a listener’s data. This results in more efficient ad-targeting and chances of higher revenue generation.