Spotify Acquired Two Major Podcast Technology Companies

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On Wednesday, Spotify announced that it was acquiring two podcast technology companies, Chartable and Podsights. Terms of the acquisitions were not shared by the company.

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It is likely both deals were under $50 million, as Spotify is a public company and would be required to file a pre-merger notification for any transaction north of that number.

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These transactions, along with other major moves made by Spotify in the past few years, show that the company doesn’t want to just act as a distributor and publisher of audio content, but want to own the entire podcast supply chain entirely.

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Chartable and Podsights both offer insights that delve into the effectiveness of podcasts advertising and listener engagement. Chartable’s clients include top podcast publishers, including Vox Media, iHeartMedia, Wondery and Cadance13, among others.

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The company’s SmartAds technology allows advertisers to measure the effectiveness of podcast ads, which have traditionally been very analog in terms of data collection from listeners.

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