Spotify “Sponsored Songs” let labels pay for plays


A mysterious “Sponsored Content” opt-out setting recently appeared in Spotify, and now the streaming giant has confirmed to TechCrunch what it’s about. Spotify is now testing a new “Sponsored Song” ad unit that a company spokesperson tells us is “a product test for labels to promote singles on the free tier.”

Instead of appearing as obvious ad banners like Spotify’s existing ads, labels can pay to have Sponsored Songs appear on playlists you follow or potentially elsewhere on the service. These can be targeted to appear to users with matching listening tastes so they fit alongside their other music. And these Sponsored Songs will be instantly playable and saveable instead of requiring an initial ad click first.

It’s not clear whether Spotify is charging labels…

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