Sydney, Australia – Amazon Ads and Spotify have teamed up to deepen their foothold in Australia’s fast-growing programmatic advertising market, linking retail data with streaming audiences in a single buying pipe.
The tie-up allows advertisers in Australia to access Spotify’s audio and video inventory through Amazon’s demand-side platform, Amazon DSP, widening the scope for campaigns that blend e-commerce signals with entertainment consumption.
At its core, the deal is about data. Amazon brings what it describes as trillions of shopping, browsing, and streaming signals; Spotify adds a global user base of 751 million monthly listeners.
Together, they offer marketers a more granular view of consumers—and a cleaner route from awareness to purchase.
“Amazon Ads is committed to being a trusted partner for both advertisers and publishers,” said Willie Pang, general manager at Amazon Ads. The addition of Spotify’s inventory, he noted, extends Amazon DSP’s reach across connected TV, display, and audio.
The move reflects a broader shift in the region’s ad market, where brands are leaning into so-called “full-funnel” strategies—tracking consumers from first impression to checkout.
For Spotify, the integration widens access to programmatic budgets that might otherwise flow to larger video platforms.
“We’re always looking for ways to give advertisers more flexibility and control,” said Liam Hickey, head of automation for JAPAC at Spotify. Bringing its inventory into Amazon DSP, he added, lowers the barrier for advertisers to tap into its audience.
Beyond reach, the partnership leans heavily on measurement.
Advertisers will be able to plan, activate, and track campaigns within a single system, combining Spotify placements with Amazon’s connected TV and display inventory—a proposition aimed squarely at marketers tired of fragmented dashboards.
Under the hood, Amazon DSP relies on first-party data and so-called clean room technology to match audiences while limiting data leakage—a growing concern as privacy rules tighten across APAC.
The platform also uses AI-driven automation to optimise media buying, an area where competition is heating up as tech giants race to build more efficient ad stacks.
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