(CercleFinance.com) – Spotify, the world leader in online music, announced on Thursday the acquisition of two companies specializing in podcasts in order to further strengthen itself in this area which it considers strategic.
The Swedish group says it has acquired Podsights, an audience measurement company that helps advertisers assess the impact of their advertisements placed in podcasts.
The music streaming giant has also got its hands on Chartable, a platform that allows podcast broadcasters to measure the audience of their content through a whole series of analytical tools.
In its press release, Spotify explains that these two operations will enable it to improve its audience measurement offer for advertisers and the transmission of information to podcast publishers.
According to a study by eMarketer, the US digital audio advertising market is expected to reach nearly $8 billion a year by 2025, including $2.7 billion for podcasts alone.
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