Spotify has officially launched its Spotify Ad Exchange (SAX) and Generative AI Ads in India, just a week after the platforms made their global debut. This rollout signifies the company's commitment to growing its advertising business and offering local advertisers cutting-edge tools to better engage Spotify’s extensive user base.
According to the company, “SAX is a programmatic ad platform that automates the process of buying and placing ads on the platform.” This marks a significant step forward for brands and marketers looking to run data-driven, real-time campaigns across Spotify's ecosystem.
“The platform would offer full addressability and performance measurement capabilities to advertisers for the first time in India,” Spotify stated.
With logged-in users forming the core audience, SAX provides real-time access and full transparency for advertisers, enabling smarter ad delivery and personalized targeting.
Spotify’s programmatic ad capabilities in India are now integrated with Google Display & Video 360 (DV360), Magnite, and The Trade Desk, allowing marketers to manage Spotify ad campaigns seamlessly. These platforms support audio, video, and display ads, with podcast ads set to be introduced soon, expanding the inventory.
Advertisers will now be able to target users across media types while avoiding ad fatigue and optimizing campaign reach.
Spotify conducted an internal study of over 350 campaigns run through Google DV360 across various publishers. The findings were promising:
“The SAX platform led to an average incremental reach of 11.5 percent without increasing media spending,” the company stated.
This suggests that advertisers can achieve a broader reach and more unique impressions for the same investment, ultimately reducing ad repetition and increasing ROI.
In a parallel rollout, Spotify also introduced its Generative AI Ads feature within the Ads Manager dashboard in India. This tool enables advertisers to generate scripts and voiceovers using AI, producing studio-quality audio ads with minimal effort and at no additional cost.
“Advertisers of all sizes in India could use this AI tool to create and deploy scalable audio ads on Spotify,” said the company.
This move democratizes ad creation, allowing small and medium businesses (SMBs) to compete alongside large brands using professional-quality audio campaigns.
No extra cost for AI-generated audio ads
Easy-to-use script and voice generation
Scalable for businesses of all sizes
Direct deployment within Spotify Ads Manager
Seamless targeting with existing Spotify audience insights
The launch of Spotify Ad Exchange (SAX) and Generative AI Ads in India marks a pivotal shift in the country’s digital advertising landscape. With SAX, Spotify empowers advertisers with real-time programmatic ad buying, full addressability, and measurable performance across its logged-in user base—features that enhance targeting precision and reduce ad fatigue.
Meanwhile, the introduction of Generative AI Ads within Ads Manager allows businesses of all sizes to easily create high-quality, AI-generated audio ads without additional costs, making audio marketing more accessible and scalable. Integrated with major DSPs like Google DV360, Magnite, and The Trade Desk, Spotify’s platform offers advertisers a streamlined and effective path to reach India’s growing audio streaming audience.
By combining automation, personalization, and AI innovation, Spotify is set to redefine how Indian marketers approach audio advertising—making it smarter, more impactful, and performance-driven. This move positions Spotify as a frontrunner in the future of programmatic audio advertising in India.