Over the past two years, Spotify has focused on modernising digital audio advertising to guide the growth of content creators and publishers, including in podcasts, while providing an impact for advertisers.
In November 2020 Spotify acquired Megaphone, which allowed Swedish company to offer podcast publishers innovative tools to help them gain more from their content.
During 2021, the company launched new features for Streaming Ad Insertion, unlocked the purchase of podcast ads in Spotify Ad Studio and introduced the Spotify Audience Network.
Since the launch of the Audience Network, Spotify has recorded a two-digit increase in the fill rate rates and a two-digit increase in the CPMs for publishers who opted for Megaphone.
According to the company, modernising the monetization of ads, Spotify was able to help the publishers of enterprise podcasts to grow their business, with almost one in five advertisers of Spotify
And now, to continue the support activity for publishers around the world to grow the podcast business, Spotify announced the acquisition of Whooshkaa.
Whooshkaa is a Australia-based podcast technology platform that offers independent creators, publishers, broadcasters and brands an affordable end-to-end solution to host, distribute, monetize and monitor audio on-
This platform • underlined Spotify • offers radio stations a specialized tool that makes it easy to transform their existing audio content into podcast content on-demand.
As part of the acquisition, Spotify plans to soon integrate this technology into the Megaphone suite.
Megaphone podcast platform offers a complete suite of podcast tools that can help publishers create, monetize and measure their activities.
In Spotify’s vision, with the integration of Whooshkaa’s broadcast-to-podcast technology into Megaphone, radio stations will be able to transform their existing audio content more easily and quickly into a pod