Spotify would not increase its rates to advertisers under the new arrangement, and would allow users unlimited skipping of ads, Ms Ingham confirmed. Spotify Australia nearly broke even in calendar 2017 while its Luxembourg-domiciled parent, which is valued at $42 billion after a direct listing on the New York Stock Exchange in April, has endured years of losses and is forecasting a shortfall between $360 million and $520 million in 2018. The millions of Australians who stream music for free on Spotify will on Monday become the first in the world to be able to skip the ads, but the company is betting on personalisation to stop them skipping too much.Īdvertisers will only pay for completed listens or views of ads under the new arrangement, which will use machine learning to make the ads more contextual and tailored, and has also seen Spotify sponsor a program to help creative agencies make more compelling audio ads.Īustralian users of Spotify's free tier were the first to get the more interactive ad experience because the sales team here was considered internally one of the strongest in the company, according to Australia/New Zealand head of sales Andrea Ingham.Īustralian users of Spotify's free tier can skip the ads from this Monday.

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