In addition to data via Zipline, GroupM will gain exclusive access to Spotify audience data via its Live insights panel, which collects data from more than 5 million consumers in 30 markets. Spotify’s data will be infused into Live through Kantar’s Lightspeed Research platform, which will compare Spotify’s audience to terrestrial radio listeners across 12 markets.
Spotify’s insights will inform creative planning across WPP. These insights will also help WPP advertisers reach Spotify listeners with more relevant messages in specific moments.
“Based on the song and audience we’re speaking to, we’re able to connect that with the data assets that we have to inform what the creative will look like,” Ghazi said.
For Spotify, partnering with WPP offers a strategic growth opportunity for its ads business by moving the platform upstream into holding company conversations, said Alex Underwood, VP and head of global agency partnerships at Spotify.
“We’re looking to invest in our long-term advertising future,” he said. “With basic collaboration and data integration, this partnership allows us to move the advertising part of our business more front-of-mind so we can scale.”
Neither company would comment on whether WPP would commit to buying inventory from Spotify as part of the deal. Spotify hopes to ensure more purchases of its inventory by helping WPP gain a better understanding of its ad platform.
“It’s a deal that is strategic at its core and designed for the collective growth for our businesses,” Underwood said.
As part of the deal, Spotify will formally launch programmatic private marketplaces for in-stream audio inventory with GroupM via AppNexus, which was announced in July.