Music streaming service Spotify announced that it is releasing a new form of ad targeting for brands.
According to thenextweb.com, the new form of ad targeting by Spotify allows them to use the context of what users are doing while listening to music in order to target them with tailored ads.
Spotify is taking help of the Echo Nest , the music analytics company which was acquired last year, to do this by using their data with them.
Spotify has about 1.5 billion playlists with over 60 million active monthly users. Around 45 million people are availing to the free version, so it is these people who will be the targets of the ads.
The service will be started from May 1.
Brands will be able to target 15 chosen activities and moods of the users like workout, party, chill and more.
With the launch of this new update, users will be targeted by their age, location, gender, language, and what and when they are listening to music, as well as what mood they are in or what they are doing while listening.