Spotify is acquiring more podcasts companies. The company announced this week that it is purchasing both Chartable and Podsights, two of the most well-known podcast marketing and ad attribution companies. The sale price has not been disclosed, but this is the company’s first significant acquisition this year in a long series of audio purchases.
Both Podsights and Chartable allow podcasters and networks to insert tags in their programs that may be used to track who listened, if they heard an ad, and if they took action after hearing it. Spotify aims to deploy Podsights’ technology outside of podcasts, bringing it to the “whole breadth of the Spotify platform, including audio adverts within music, video commercials, and display ads.” The Chartable acquisition looks to be geared more toward podcasters than advertising, owing to technologies such as SmartLinks.
“These tools will make it easier for publishers to turn audience insights into action and expand their listenership while ultimately growing their businesses,” Spotify writes.