Spotify Buys Podcast Analysts Podsights and Chartable

Music streaming service Spotify has acquired two podcast data firms: advertising measurement service Podsights and analytics platform Chartable. Terms of the deals have not been disclosed.

Spotify cites a recent Advertiser Perceptions survey, which found that measurement and attribution remain the two biggest unsolved challenges for podcast advertisers. With that in mind it has acquired Podsights, which helps advertisers understand how podcast ads drive relevant actions, and which will now use Spotify's technology and intelligence to drive measurement and insights for podcast advertisers globally. Over time, Spotify plans to extend these measurement capabilities beyond podcasts to the full scope of its platform, including audio ads within music, video ads and display ads.

With the acquisition of Chartable, Spotify plans to further enhance its Megaphone suite of tools, used to publish, monetize and measure podcast business. Chartable's audience insights and promotional tools, SmartLinks and SmartPromos, will be integrated into the Megaphone suite, to help publishers convert audience insights into action and expand their listenership.

In a statement, Spotify said: 'We believe the opportunity for digital audio and podcast remains significant. 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'.

Web sites: www.spotify.com , www.podsights.com and www.chartable.com .