Despite its recent controversies revolving around podcasts, Spotify is now doubling down on its platform by acquiring two companies that develop technology for podcast advertising, Chartable and Podsights.
On the Podsights front, the new acquisition will allow Spotify to provide advertisers with tools to better monitor metrics and analytics, and to better understand what drives clicks and engagement for their ads. The tech is currently centered around podcasting, but the company hopes to expand its capabilities to cover audio ads within music, video ads, and display ads as well.
As for Chartable, the service looks towards advertising for actual podcasts, bringing interesting and relevant content to Spotify users. Split into two main features, SmartPromos will give podcasters a clearer view of which ads bring in the most downloads, while SmartLinks will create shareable and trackable URLs that automatically direct users to podcasts.
“We believe the opportunity for digital audio and podcast remains significant,” the company wrote in a blog post. “With these acquisitions, we’re taking a big step in upleveling digital audio measurement and insights to help the entire industry scale to new heights.”
Elsewhere in tech, Intel is acquiring Tower Semiconductor for $5.4 billion USD.
wazup.