Spotify has officially rolled out its Spotify Ad Exchange (SAX) in India following successful pilots in North America. This programmatic offering enables Indian advertisers to access Spotify’s engaged, logged-in user base through real-time auctions with comprehensive addressability and measurement capabilities.

The streaming giant has integrated with major ad platforms including Google DV360, The Trade Desk, and Magnite to provide access across Spotify’s audio, video, and display ad inventory, with podcast ads coming soon. These partnerships allow brands to utilize cross-platform frameworks for audience targeting and performance tracking.

“Spotify Ad Exchange will give advertisers in India easier access to Spotify’s high-quality inventory and more opportunities to reach our highly engaged audience at scale,” said Arjun Kolady, Head of Sales for Spotify India. “We aim to make it easier for our client and agency partners to include Spotify as part of their programmatic always-on audience strategies.”

Kolady noted that over 5,000 advertisers globally have already tested SAX, with the goal of accommodating all programmatic players.

Additionally, Spotify has launched Generative AI Ads in India, allowing advertisers to create high-quality audio ads in minutes rather than days. This tool enables instant creation of complete audio ads—including scripts, voiceovers, and licensed background music—at no additional cost within the Ads Manager platform.

The AI ad creation tool complements Spotify’s existing targeting and measurement suite, helping advertisers of all sizes develop effective, platform-optimized audio campaigns quickly.

“With Gen AI Ads, we hope to expedite the process for brands to reach their consumers, making them more topical and relevant, while reaching a wide base,” Kolady added.