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Spotify Beefs Up Its Audience Network

Anchor podcasts are now part of the platform

Spotify announced several developments related to its Spotify Audience Network, the audio advertising marketplace it introduced last winter.

The company has made Anchor podcasts in the U.S. eligible to be part of the Spotify Audience network. Anchor is a Spotify hosting platform intended to help creators monetize their podcasts.

[Read: Spotify Expands Audience Network]

Also, Spotify plans to introduce podcast ad buying to Spotify Ad Studio, its self-serve channel, beginning in the U.S. It said beta testers buying ads via Ad Studio include the company Two Men and a Truck.

Spotify also is joining the Global Alliance of Responsible Media, launching the ability to exclude sensitive topics. It says this will give advertisers more control over where their message is heard across the network. Spotify is the first audio company to join GARM.

And the company is adding new controls to allow advertisers to target their messages against relevant podcast topics.

The ad marketplace is now active in the U.S., U.K., Australia and Canada.

It posted details on its blog.