DoubleVerify expands video ad measurement to Spotify Ads Manager

DoubleVerify has announced a significant expansion of its services to include Spotify video ads. This development, revealed on October 16, 2024, marks a crucial step in providing advertisers with more comprehensive tools for measuring the effectiveness of their campaigns on one of the world's most popular audio streaming platforms.

The integration enables advertisers to measure fraud, invalid traffic (IVT), and viewability on video campaigns delivered through Spotify's self-serve advertising platform, Spotify Ads Manager. This expansion comes at a time when video content consumption on Spotify is experiencing significant growth, with a 44% year-over-year increase in video streams reported by the company.

Mark Zagorski, Chief Executive Officer of DoubleVerify, emphasized the importance of this development: "DoubleVerify is driven to ensure media spend is protected and performance is optimized anywhere marketers want to reach their audiences. By expanding our independent measurement coverage on Spotify, we empower advertisers to confidently measure and optimize the performance of their video campaigns on the world's most popular audio streaming subscription service."

Key benefits for advertisers

The new integration offers two primary benefits for advertisers using Spotify's platform:

1. Fraud Measurement: DoubleVerify's technology detects comprehensive fraud and IVT, ranging from hijacked devices to bot manipulation. This ensures that ads are seen by real people, enhancing the overall effectiveness of advertising campaigns.
2. Viewability Verification: The integration provides comprehensive viewability verification, identifying whether an ad has the opportunity to be seen and assessing its impact.

Spotify's growing video presence

Chloe Wix, Global Director of Product Marketing at Spotify, highlighted the platform's increasing focus on video content: "It's no secret that people come to Spotify to listen, but users are increasingly spending more time watching video on the platform, as we've seen a 44% YoY increase in video streams."

Accessing measurement data

Advertisers can access measurement data and insights through DV Pinnacle, DoubleVerify's unified service and analytics reporting platform. This allows them to monitor and optimize the performance of their Spotify ads campaigns effectively.

Expansion of DoubleVerify's platform measurement

This integration with Spotify continues DoubleVerify's efforts to lead the industry in independent platform measurement. By providing these services for Spotify video ads, DoubleVerify strengthens its position as a comprehensive solution for digital media measurement across various platforms.

Impact on Digital Advertising ecosystem

The partnership between DoubleVerify and Spotify aims to create more effective and transparent ad transactions, potentially strengthening the digital advertising ecosystem by ensuring a fair value exchange between buyers and sellers of digital media.

Understanding Spotify Ads Manager

Spotify Ads Manager is the platform's self-serve advertising tool, designed to empower businesses of all sizes to create and manage their audio and video ad campaigns on Spotify. Launched to democratize access to Spotify's vast and engaged audience, this tool allows advertisers to tap into the streaming giant's user base with a relatively low barrier to entry.

One of the key features of Spotify Ads Manager is its accessibility. Advertisers can launch a campaign with a minimum budget of 250.00 in their local currency, making it feasible for small to medium-sized businesses to advertise alongside larger brands. This self-serve platform allows advertisers to build an audio or video ad campaign in minutes, providing a quick and efficient way to reach both music and podcast listeners on Spotify.

Spotify Ads Manager leverages the power of machine learning to help advertisers achieve their goals. It offers flexibility in campaign management, allowing users to choose their ad set flight dates or run always-on ad sets to maintain a constant presence on the platform. Advertisers can select an average daily budget or set a lifetime budget amount to be spent throughout the entire length of their campaign.

The platform provides tools for creating ad content as well. Advertisers can upload their own audio or video ad creative directly to Spotify Ads Manager. For those who don't have pre-produced content, Spotify offers a professional production service that can write the script, record the voiceover, and produce the ad at no additional cost. This feature significantly lowers the barrier for businesses that may not have the resources to create high-quality audio ads in-house.

Impact of DoubleVerify Integration on Spotify Ads Manager

The integration of DoubleVerify's measurement capabilities with Spotify Ads Manager represents a significant enhancement to the platform's offerings. By providing advanced fraud detection and viewability metrics, this partnership addresses a crucial need for advertisers: the ability to verify the effectiveness and reach of their campaigns on Spotify.

For advertisers using Spotify Ads Manager, the DoubleVerify integration means access to more sophisticated analytics and insights. This can lead to better-informed decisions about ad spend and campaign optimization. The ability to detect fraudulent activity and measure viewability can help advertisers ensure that their budget is being used effectively, potentially increasing the return on investment for Spotify ad campaigns.

Moreover, this integration aligns with the growing importance of video content on Spotify. As the platform reports a 44% year-over-year increase in video streams, the ability to accurately measure video ad performance becomes increasingly crucial for advertisers. The DoubleVerify integration provides tools specifically designed to address this growing segment of Spotify's advertising ecosystem.

By enhancing the measurement capabilities available through Spotify Ads Manager, this partnership may also attract more advertisers to the platform. The promise of more transparent and verifiable ad performance could encourage businesses that were previously hesitant about digital audio and video advertising to explore Spotify as a viable channel for reaching their target audiences.

Key Facts

• Announcement date: October 16, 2024
• Integration focus: Fraud/invalid traffic (IVT) and viewability measurement for video ads
• Platform: Spotify Ads Manager
• Year-over-year increase in Spotify video streams: 44%
• DoubleVerify's NYSE symbol: DV
• Measurement data accessible through: DV Pinnacle platform