Spotify’s Per Sandell on the business of audio, building a $2B+ ads business, and embracing the hedged garden model
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Evolution of Audio Advertising Tools and Algorithms
The chapter explores the advancements in advertising tools within the audio industry, drawing resemblances to early developments in Facebook advertising. It emphasizes the significance of user data understanding for targeted ads and the implementation of machine learning to optimize ad performance in walled gardens. Insights are shared on measuring ad performance, utilizing algorithms for bid adjustments, and the importance of merging pre-click and post-click user engagement data for ad optimization on platforms like Spotify.
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