WPP, Spotify enter strategic partnership

WPP (WPP) and Spotify (SPOT) announced a new global strategic partnership that will enable WPP to offer its clients early access to Spotify’s ad products, first-party intelligence and creative ways to reach engaged audiences at scale. As part of the partnership, Spotify will become the first digital audio platform to be integrated directly into WPP’s products and solutions. This includes an exploration in connection with Choreograph’s insights platform. In this partnership, WPP will look to use Spotify to develop integrations that provide Spotify’s first-party occasions insights to help clients understand aggregated listening patterns in order to inform more creative and effective digital audio advertising strategies. WPP will work with Spotify in an effort to deliver thought leadership and scaled training programs for its employees and clients that focus on digital audio creativity and Spotify’s ad products. WPP’s teams and clients will also benefit from early access to Spotify’s neuro-insights research focused on audience trends and insights.