Are you using Spotify for free? Your data is at advertisers’ mercy
Spotify has never made money, but it has to in order to survive. And the service will be under more pressure to make more money from its free users if Apple’s proposed new flat-rate royalties model takes effect.
So, the Swedish company has launched programmatic buying that lets advertisers target their 15-second or 30-second clips to over 70 million users by age, gender, — here’s where it gets rich — genres and even playlists. Yes, Spotify’s selling you out based on your music preferences. And every vendor has access to that data.
Does the line get drawn there? Are you keeping private playlists in order to hide your anarchy-themed songs? Here’s a big one: do people care? After all, most of those ad breaks are just promos for Spotify’s other playlists these days.