Spotify just bought two companies to give podcast advertisers more insights

Spotify has purchased two podcast technology companies, Podsights and Chartable, with the goal of furnishing additional data to advertisers and publishers alike.

The financial terms of the deals were not disclosed.

Podsights, for its part, helps advertisers better measure and scale podcast advertising, while Chartable is an analytics platform to help publishers glean ad attribution (or the set of user actions or touchpoints that lead to purchase) as well as audience insights.

Existing Podsights customers will continue to receive measurement both on and off of Spotify. The audio giant says that, over time, it plans to expand the measurement capabilities forged by four-year-old Podsights onto the rest of the content hosted on its platform, including audio ads within music, video ads, and display ads.

“We are seeing a lot of advertisers looking to shift more media budgets to podcasting and they are telling us that in order to grow their investment in the category, they need more measurement and more insights,” Khurrum Malik, Spotify’s head of advertising business marketing, said in a statement. “We believe that better measurement will benefit the entire ecosystem.”

Chartable will live within Spotify’s Megaphone, a podcast production, advertising, and audience metrics platform that the company purchased in Nov. 2020 for $235 million. Chartable also notably offers a SmartLinks product, which provides trackable URLs that let publishers know how listeners found their podcasts.