Instead, Spotify itself was found to be the main sponsor for Anchor advertising to date. The news had shortly followed an investigative report by The Verge, which found that Anchor was struggling to find sponsors for smaller podcasters, as it had promised to do. The company described the new platform as a potential game changer for the world of podcast monetization, as it would give advertisers tools to reach the Spotify audience of hundreds of millions. Support for Anchor had been previously announced when Spotify first unveiled its plans for the Spotify Audience Network back in February during its “Stream On” live event. Today, the company is launching access to the Spotify Audience Network to creators who use its Anchor podcast publishing tool in the U.S.
Earlier this year, Spotify introduced its new audio advertising marketplace, the Spotify Audience Network, which allows advertisers to reach audiences across Spotify’s ad-supported music and original and exclusive podcast programs, as well as third-party podcasts from Megaphone publishers, all in one place.
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