Spotify is making more podcast acquisitions. The company today announced the acquisition of Chartable and Podsights, two of the world’s largest podcast marketing and attribution companies. Pricing for the deal was not disclosed, but it is the first major acquisition the company has made this year in a long string of audio purchases.
Podsights and Chartable allow podcasters and networks to include tags in their broadcasts that are used to track who listened, if they heard an ad, and if they took action after hearing it. Spotify says it plans to use Podsights’ technology outside of podcasting and bring it to “the full reach of the Spotify platform, including audio ads in music, video ads and display ads. “. The acquisition of Chartable seems to be directed more towards the podcasters themselves than towards advertisers, in particular because of its technology, such as SmartLinks.
“These tools will make it easier for publishers to turn audience insights into action and grow their audience while ultimately growing their business,” Spotify writes.