Spotify Technology SA (NYSE:SPOT) said it is buying two podcast marketing and ad contribution companies for an undisclosed price.
The audio streaming service has its sights on Podsights, a podcast advertising measurement service and Chartable, a podcast analytics platform.
The deals mark the first major purchases this year by the music and podcast streaming site.
Spotify wants Podsights to “help advertisers understand how podcast ads drive actions that matter to their businesses,” a statement said.
In the longer term, it plans to use the technology “to the full scope of the Spotify platform, including audio ads within music, video ads, and display ad.”
Spotify will look to integrate Chartable into Megaphone, a platform which offers podcasters tools to make it easier for publishers to “turn audience insights into action.”
The latest acquisitions continue a string of purchases the streaming site has made to better its podcasting services and platforms.
Last year, the company bought Whooshkaa, Podz, Findaway and Locker Room which offer and promote spoken audio content.
The company also purchased podcast advert platform megaphone in late 2020.
As well as podcast platforms, it’s been recruiting podcasters such as Joe Rogan, who has come under heavy criticism recently over racism allegations and coronavirus (COVID-19) misinformation claims.
Other personalties added inculde Gimlet, Parcast and The Ringer.