Streaming colossus Spotify has announced a proprietary programmatic ad exchange for buying and measuring advertising campaigns on Spotify. Called Spotify Ad Exchange, and officially abbreviated as SAX, the platform is available via several leading demand-side buying platforms (DSPs). As of today, they include The Trade Desk, Google Display & Video 360, and Magnite. Spotify promises that AdForm and Yahoo DSP accessibility are coming soon.
Spotify is not a newcomer to programmatic advertising. The company started a private programmatic network in 2025.[RAIN HERE] A year later Spotify broadened the initial effort into a global offering across all of its 59 (at the time) markets. [RAIN HERE]
Since then Spotify has partnered with multiple companies for region-specific programmatic opportunities . Those partners included The Trade Desk, Rubicon, and Adform.
As an add-on o the mai news, Spotify shares that it has put new tools and solutions into its self-serve Spotify Ads Manager.
The full news release, which includes an in-house Q&A with Lee Brown, Spotify’s Global Head of Advertising Lee Brown, is HERE.