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Spotify says it’s acquiring two major podcast tech platforms

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Spotify is making more podcast acquisitions. The company announced today it’s acquiring both Chartable and Podsights — two of the most prominent podcast marketing and ad attribution companies. The deal price hasn’t been disclosed, but this marks the first major acquisition the company has made this year in a long line of audio purchases.

Both Podsights and Chartable allow podcasters and networks to include tags in their shows that are used to track who listened, if they heard an ad and whether they took action upon hearing it. Spotify says it plans to use Podsights’ technology outside podcasting and will bring it to the “full scope of the Spotify platform, including audio ads within music, video ads, and display ads.” The Chartable acquisition appears to be more directed toward podcasters themselves rather than advertisers, particularly because of its technology, like SmartLinks.

“These tools will make it easier for publishers to turn audience insights into action and expand their listenership while ultimately growing their businesses,” Spotify writes.

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