How Spotify Ads Work: Ads Manager and Programmatic
There are three main ways to buy Spotify ads: self-serve through Spotify Ads Manager, programmatically through the Spotify Ad Exchange and demand-side platforms, or directly with Spotify’s sales team for larger budgets. Most startups start self-serve.
How do you buy Spotify Ads?
Most small and mid-size advertisers use Spotify Ads Manager, the self-serve platform for audio and video ads across music and podcasts, with a minimum campaign budget of 250 in local currency (Spotify on Ads Manager). Larger advertisers buy programmatically or directly. Targeting is covered in Spotify Ads targeting.
| Route | Best for | Notes |
|---|---|---|
| Spotify Ads Manager | Startups, SMBs, tests | Self-serve; audio, video, podcasts; forecasting and reporting |
| Spotify Ad Exchange | Programmatic teams | Buy through DSPs such as The Trade Desk or Google DV360 |
| Direct sales | Large budgets, sponsorships | Custom packages, podcasts and brand partnerships |
What is the Spotify Ad Exchange?
A programmatic marketplace Spotify launched in April 2025 after a pilot with The Trade Desk. Advertisers buy Spotify inventory through demand-side platforms such as The Trade Desk, Magnite and Google DV360, alongside their other programmatic media. Spotify also added custom audiences, an improved pixel and generative AI audio creation to Ads Manager (AdExchanger on the launch).
How is Spotify advertising priced?
Mostly by cost per thousand impressions (CPM): you pay for ads served, not clicks. Prices vary with targeting, format, market and season. Ads Manager forecasts reach for your budget before launch. Budget planning is covered in Spotify Ads cost.
| Setting | Choice |
|---|---|
| Objective | Reach or website visits |
| Format | 30-second audio + companion image |
| Placements | Music and podcasts |
| Audience | Canada, 25 to 54, business podcasts |
| Budget | $3,000 over 6 weeks |
What formats can you run?
Audio ads with a companion image and link, video ads that play while the app is in view, and podcast ads. Writing audio is covered in writing Spotify audio ads, and video and podcasts in Spotify video and podcast ads.
Start simple, then scale the buying.
Self-serve is enough to learn whether Spotify works for you. Add programmatic buying when it does.
How do you launch a first campaign?
- Create a Spotify Ads Manager account.
- Choose the objective and format.
- Set targeting and check the reach forecast.
- Upload or create the audio ad and companion image.
- Install the Spotify Pixel for conversions, then launch.
Tracking is covered in Spotify Ads measurement.
Frequently asked questions
How do you advertise on Spotify?
Through self-serve Spotify Ads Manager, programmatically through the Spotify Ad Exchange, or directly with Spotify’s sales team.
What is Spotify Ads Manager?
Spotify’s self-serve platform for audio and video ads across music and podcasts, with forecasting and reporting.
What is the Spotify Ad Exchange?
A programmatic marketplace launched in April 2025, accessed through demand-side platforms such as The Trade Desk.
How are Spotify ads priced?
Mostly per thousand impressions (CPM), varying by targeting, format, market and season.
Can I create a Spotify audio ad without a studio?
Yes. Ads Manager offers tools to create audio ads, including AI-generated audio for some markets.
What is the minimum budget?
Ads Manager campaigns start at 250 in local currency.
Sources & further reading
Ad platforms change quickly. These sources let you check the dated facts directly. Players shown are mock-ups for a fictional advertiser.