Spotify free-tier users will be targeted with more relevant ads
Up until now, Spotify's free-tier users would be targeted by ads based on the music they listen to, such as genre or playlist, but starting today, advertisers will be able to target them more specifically based on the category of podcasts they like.
Spotify told The Verge that this is just the first step towards building a solid advertising strategy around podcasts, which was started not long ago by the partnership with Samsung and 3M.
The new ads will play between songs for those who don't pay for Spotify Premium, so that doesn't change. However, free-tier listeners will notice that they're are now more specific, depending on the podcasts they listen. The new capability is now rolling out to 10 market: Australia, Brazil, Canada, France, Germany, Italy, Mexico, Spain, UK, and the US.