Adform Integrates with Spotify Ad Exchange to Advance Programmatic Audio Buying

As digital audio spending accelerates toward a projected $43 billion global market in 2024, Adform and Spotify are expanding their partnership to bring agencies and brand marketers new levels of efficiency, transparency, and omnichannel precision. The companies announced that Adform is now directly integrated into the Spotify Ad Exchange, giving buyers streamlined access to Spotify’s audio, video, and display inventory through Adform FLOW, the company’s media buying platform.

For agencies, the development represents a meaningful shift: digital audio is no longer a specialized add-on. It is becoming a core part of omnichannel media planning—one that is measurable, multiformat, and increasingly aligned with the speed and sophistication of other programmatic channels.

Global Scale Meets Local Expertise

While both companies operate worldwide, Spotify and Adform share a deep understanding of local market dynamics, regulatory requirements, and regional audience behaviors. In an era defined by privacy expectations, channel fragmentation, and the need for adaptable, market-specific insights, the combination of global reach and local fluency is emerging as a strategic differentiator for multinational advertisers.

The new integration brings that combination into sharper focus. Through direct access to the Spotify Ad Exchange within Adform FLOW’s Campaign Planner, advertisers can now plan, activate, and optimize campaigns across premium Spotify formats (audio, video, and display) without leaving the Adform ecosystem.

The result is a cleaner workflow, greater media transparency, and faster activation cycles,  especially for audio which has historically required additional steps or specialized planning tools.

“We’re focused on making it easier for advertisers to buy, create, and measure success on Spotify,” said Brian Berner, Global Co-Head of Advertising at Spotify. “Together, we’re giving advertisers more flexibility and control to connect with the millions of Spotify fans who tune in every day.”

A Fast-Growing Channel, Now Fully Integrated Into Omnichannel Plans

Digital audio has become one of the fastest-growing channels in modern media, creating valuable moments of attention during commutes, workouts, household tasks, and in-between moments where visual media can’t compete. But integrating these moments into cohesive omnichannel strategies—linking planning, sequencing, measurement, and optimization—has remained a challenge for agencies and brands.

Adform and Spotify are aiming squarely at that friction point. The integration allows buyers to:

• Activate audio campaigns more quickly and cost-effectively
• Access Spotify’s global inventory with full transparency
• Plan audio, video, and display within a unified multiformat interface
• Reduce workflow complexity and manual effort
• Measure performance across channels with greater precision

For full-service agencies, the update aligns digital audio with familiar programmatic buying behaviors, bringing it closer to display, CTV, and online video within consolidated campaign structures.

“Digital audio is rapidly reshaping how brands connect with people,” said Vicky Foster, VP Global Commercial Partnerships at Adform. “Whether that’s a commute, a workout, or while shopping, it drives higher engagement, recall, and resonance than traditional display. By combining Spotify’s high-quality digital audio and multiformat environments with Adform’s transparent and powerful DSP, we’re empowering advertisers to reach listeners with greater precision, creativity, and measurable omnichannel results.”

Brands Move Closer to Moments of Real Attention

The integration is also designed to help advertisers capitalize on what Spotify and Adform see as the next evolution of audio: reaching audiences not only at scale, but during intent-rich, high-attention moments when audio is most impactful.

In a discussion with Street Fight, John Piccone, Regional President, Americas at Adform, noted: “This integration puts brands at the heart of everyday listening, combining Spotify’s premium environments with Adform’s precision to deliver smarter, more impactful results. We are proud to offer advertisers the ability to move faster, plan more confidently, and reach audiences in the moments when attention is at its highest.”

For agencies managing multiformat creative, cross-channel frequency, and audience segmentation, the integration brings audio more firmly into the fold of modern omnichannel orchestration. Brands can now align digital audio placements with broader storytelling arcs, campaign flights, and full-funnel KPIs—all within a transparent and consolidated DSP environment.

A Clear Signal About the Future of Audio Advertising

The enhanced partnership underscores a broader industry trend: audio is no longer treated as a niche or experimental channel. Its rising share of attention, coupled with its proven lift in recall and brand favorability, is pushing it into the core of omnichannel media plans.

For advertisers, this shift translates into:

• More predictable access to high-quality audio environments
• Multiformat creative opportunities managed from one platform
• Local-market adaptability supported by global scale
• Better modeling, measurement, and optimization across channels

For agencies, it introduces competitive advantages around workflow efficiency, cross-format planning, and the ability to execute high-impact audio campaigns without operational bottlenecks.

The Adform–Spotify integration ultimately reflects where the market is heading: a media environment where audio, video, and display coexist seamlessly, where brand storytelling moves fluidly across formats, and where advertisers can finally bring audio into the same programmatic, transparent, and results-driven framework that governs the rest of digital media.