Chartable, on the other hand, will be aimed at podcasters, particularly because of its SmartLinks technology, which allows podcasts to be as trackable on the web as the rest of the information available, and which will be complemented by the Megaphone tool already available to podcasters. Spotify users.
“These tools will make it easier for publishers to turn audience insights into action and amplify their listeners while ultimately growing their businesses,” Spotify wrote in a statement.
While the acquisitions may raise concerns about the firms’ autonomy, Spotify said the Podsights team will have separate operations within the company to maintain the trust of its clients, including brands and podcast agencies.
For the company, these decisions are critical in its business, as it is a step forward to improve its advertising platform, as it will have more tools to analyze who is listening to ads and what they do after hearing them. Also, from the creator side, marketing analytics are critical to making sure your spending is correct.