New playlist for advertisers: Spotify and The Trade Desk sync up on ad exchange

Spotify is testing a new supply-side platform called Spotify Ad Exchange (SAX), aimed at enhancing its automated advertising services. According to Axios, the platform will allow Spotify to improve ad spending efficiency for larger brands and increase revenue from small- and medium-sized businesses.

The Trade Desk, a digital marketing and online advertising company, is the first demand-side platform partner in this initiative. The collaboration, which started this week, connects The Trade Desk’s North American clients with Spotify’s video ad inventory. Axios also noted that Spotify plans to include audio ad inventory in the future.