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Targeting on Ad Studio

Reach the right audience with Spotify Ad Studio’s effective targeting options. It starts with demographics: age, gender, location, and platform. Our advanced targeting options include interests, real-time contexts, genre targeting, and fan base targeting for music-related campaigns. You can use one advanced targeting option per ad set.

Age, gender, location, and platform Connect with your target audiences across platforms with Spotify’s first-party age, gender, and location data.

Interest Reach highly relevant audiences based on their podcast, playlist, and platform preferences.

Real-time context Reach listeners as they soundtrack specific moments throughout their day.

Genre Deliver your message immediately after a user has listened to a specific genre.

Fan base Target known fans of an artist you're promoting or fans of other artists (available when promoting an artist or music event).

Our location targeting product leverages IP address to determine which users are eligible for targeting, based on the IP address(es) provided in an ad request. You can target your ad sets by the following locations depending on your account country:

  • United States: Target by country, state, city, postal code, or DMA (A Designated Market Area region is a group of cities that form a broader metropolitan area. For example, the Los Angeles DMA includes the city of Los Angeles as well as the cities and counties that surround it.)
  • United Kingdom: Target by country, city, postal code
  • Canada: Target by country, city, postal code
  • Australia: Target by country, state, city, postal code
  • New Zealand: Target by country, region, city
  • Mexico: Target by country, region, city, postal code
  • Spain: Target by country, region, city, postal code

Advertisers outside of Australia can't currently target the country of Australia or its regions.

Interest targeting allows you to reach relevant audiences based on the activities and topics they're passionate about. Interest categories are informed by users’ recent streaming behavior, including their podcast, playlist and platform preferences. You can select multiple interest categories to expand your potential audience.

Available interest categories:

  • Books: People who listen to books & literature podcasts
  • Business: People who listen to business podcasts
  • Comedy: People who listen to comedy-related content (including albums and podcasts)
  • Commuting: People who listen to commute-related playlists
  • Cooking: People who listen to cooking-related playlists
  • Culture & Society: People who listen to culture & society podcasts
  • DIY Hobbies & Crafts: People who listen to hobbies & crafts podcasts
  • Education: People who listen to education podcasts on Spotify
  • Health & Lifestyle: People who listen to lifestyle & health podcasts
  • History: People who listen to history podcasts
  • Fitness: People who listen to fitness-related playlists in categories such as workout, running, biking, and weightlifting
  • Gaming: People who listen to Spotify on gaming consoles or listening to gaming-related playlists
  • In-car listening¹: People who listen to Spotify in the car (Ads are targeted to users who recently listened to Spotify in the car, but they aren’t served while users stream in the car)
  • Love & Dating: People who listen to love, dating, & relationship podcasts
  • News: People who listen to news & politics podcasts
  • Parenting: People who listen to kids’ playlists, children’s music, and kids & family podcasts
  • Partying: People who listen to party-related playlists
  • Podcasts²: People who listen to podcasts (Ads are targeted to users who recently listened to podcasts, but they aren’t served during podcasts)
  • Running: People who listen to running-related playlists
  • Science & Medicine: People who listen to life sciences & medicine podcasts
  • Sports & Recreation: People who listen to sports, sports news, & recreation podcasts
  • Studying or focusing: People who listen to study- or focus-related playlists
  • Tech: People who listen to technology podcasts or stream via emerging platforms like smart TVs, gaming consoles, and streaming sticks
  • Theater: People who listen to Broadway-related playlists
  • Travel: People who listen to travel-related playlists
  • TV & Film: People who listen to TV & film podcasts

¹Ads are targeted to users who recently listened to Spotify in the car, but they aren’t served while users stream in the car

²Ads are targeted to users who recently listened to podcasts, but they aren’t served during podcasts

Real-time context targeting allows you to reach people who are listening to music tailored to specific activities, moments, and moods.

How we do it:

  • We identify user-curated and Spotify-curated playlists aligned with popular activities and moments.
  • We deliver targeted messages to users who are listening to playlists in each category. You can select multiple real-time contexts to expand your potential audience.

Available real-time contexts:

  • Chill
  • Cooking
  • Dinner
  • Focus
  • Gaming
  • Holidays
  • Party
  • Study
  • Travel
  • Workout

Genre targeting allows you to deliver your message immediately after a user has listened to a song of a specific genre. You can select multiple genres to expand your potential audience.

Available genres:

  • Alternative
  • Blues
  • Christian
  • Classical
  • Country
  • Easy Listening
  • EDM
  • Electronica
  • Folk
  • Funk
  • Hip Hop
  • Holiday
  • House
  • Indie Rock
  • Jazz
  • Latin
  • Metal
  • New Age
  • Pop
  • Punk
  • Reggae
  • RnB
  • Rock
  • Soundtrack
  • Spoken Audio
  • Traditional

Fan targeting allows you to use Spotify's proprietary streaming data to target known fans of an artist you're promoting or fans of other artists. Here's how:

  • To identify fans of an artist, we analyze recent listening behavior along with other identifiers such as playlist adds and follows.
  • If you're a music advertiser who is promoting an artist or event, you can target fans of the specific artist you're promoting or fans of other artists.
  • Select artist(s) in the Ad Studio interface under the fans header as you're defining your target audience.
  • We'll deliver your targeted message to fans of the artist(s) you selected.
  • Note: When running a campaign to promote an artist or a music event (e.g. concert or festival), your ad creative can only mention and feature the specific artist or event you are promoting.
  • A label can use an artist's track, image, and name in an ad promoting that artist
  • A promoter can use an artist's track, image, and name in an ad promoting an event where that artist is billed as a performer

Be sure to only feature the specific artist(s) you're promoting in your ad. We won't be able to approve ads that feature or mention other artists.

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