Yahoo DSP & Spotify unlock programmatic audio for Aussies
Yahoo DSP and Spotify have integrated Spotify Ad Exchange (SAX) into Yahoo DSP, offering Australian advertisers direct programmatic access to Spotify's audio, video and display inventory through a single platform.
Expanded access
The integration gives agencies the ability to plan, activate, and measure Spotify campaigns in Yahoo DSP alongside traditional digital channels such as display, video and connected TV (CTV). This move brings audio into the core of omnichannel advertising strategies, allowing advertisers to address audiences across media formats more efficiently, with a consistent strategy all measurable from a single platform.
Advertisers benefit from privacy-safe identity, targeting and frequency management across all their campaigns through Yahoo ConnectID. The platform promises to enable the same level of measurement and optimisation for audio as other digital formats, a development that meets longstanding demand from buyers for more comprehensive audio insights.
In addition, SAX provides more buying flexibility with both Private Marketplace (PMP) and Open Auction options available. With Spotify's logged-in environment, advertisers can access rich first-party signals and leverage an extensive podcast inventory, which is particularly valuable for precision targeting and attribution.
Audio effectiveness research
To coincide with the announcement, Yahoo DSP, Spotify and agency partner Atomic 212° conducted a global, first-of-its-kind study with Bupa, in collaboration with measurement partners Mutinex, Adelaide Attention and Neuro-Insight. The research set out to explore the relationship between audience attention and advertising performance, specifically comparing digital audio with social media platforms.
The results revealed notable differences in audience engagement and advertising outcomes. According to Adelaide Attention's first Australian study, Spotify listeners demonstrated 68% higher attention to ads compared to those on social platforms, as measured by the extent to which users remain focused rather than skipping or scrolling.
Neuro-Insight's contribution to the study indicated that digital audio advertising generated 25% stronger memory encoding, which reflects how well listeners remember brand messages. Messages delivered in digital audio environments were shown to be more likely to stick and drive recall among audiences.
Mutinex Mix Modelling (MMM) reported a 46% higher incremental return on ad spend for digital audio campaigns compared with social media campaigns.
"Digital audio has always been a highly engaging environment, but advertisers haven't had the same level of access or measurement they enjoy in other channels. By bringing Spotify inventory into Yahoo DSP and backing it with first-of-its-kind attention research, we're giving brands the confidence and the proof to invest in audio alongside video, display and CTV," said Lorraine Donnelly, Head of Data - AUSEA at Yahoo DSP.
Industry perspectives
"Digital audio attracts far more attention than social because people aren't constantly skipping or scrolling. On Spotify, listeners are immersed in a positive environment that makes them more receptive to hearing from brands. The study results show that this attention is deeper, lasts longer and has a stronger impact on brand measures," said Jan Bojko, Head of Measurement APAC at Spotify.
Tom Sheppard, General Manager of Data at Atomic 212°, added:
Digital Audio delivers high-quality attention that translates into stronger long-term returns, yet it's still too often overlooked. Through our partnership with Yahoo DSP and Spotify, we now have the evidence to challenge the status quo and give clients such as Bupa the insights they need to make smarter investment decisions.
Market implications
The partnership leverages independent evidence and guarantees access to premium inventory, aiming to highlight the value of digital audio in the contemporary advertising landscape. With programmatic access now simplified and supported by research proving its effectiveness, the move is intended to provide advertisers with both the confidence and the technical foundation to invest in audio formats at scale within Australia.
