Adform & Spotify Power Smarter Multiformat Media Buying With Local Expertise & Global Reach

Adform has announced the next stage in its partnership with Spotify: a direct integration into the Spotify Ad Exchange (SAX), making it easier and more efficient for advertisers – including brands and agencies – to reach Spotify’s global audience at scale.

Through this integration, advertisers using Adform’s platform can now plan, activate, and measure Spotify campaigns – including audio, video, and display formats – directly via Adform’s workflow, via the Campaign Planner in its platform, called Adform FLOW. This removes friction and helps advertisers combine Spotify’s high-quality media inventory with Adform’s enterprise-grade DSP capabilities.

Adform and Spotify position this partnership as a way to supercharge advertisers’ audio investments while strengthening omnichannel strategies. With digital audio ad spend booming – and the broader media mix becoming more fragmented – this deal aims to simplify media buying and give brands a unified way to reach consumers across multiple formats and contexts.

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What This Means for the B2B Marketing & Advertising Industry

Audio + Multiformat Becomes Easily Accessible for B2B Buyers

Historically, B2C brands have used audio advertising more than B2B marketers. B2B teams often focus on digital display, search, or content/ABM channels. They usually skip audio due to perceived complexity or lack of measurability. The Adform–Spotify integration changes this.

B2B brands and agencies can now buy audio ads. They can also get audio plus display or video combos, all programmatically. They can achieve this by ensuring transparency, targeting, and measurement with a unified DSP. This opens new touchpoints, like podcasts and music streaming during commutes or work. These are perfect for reaching busy professionals and niche B2B audiences.

Better Omnichannel Campaign Integration

Adform supports audio, display, video, CTV, and DOOH in some markets. Adding Spotify’s audio and video formats gives marketers more options for true omnichannel campaigns. For instance, a B2B tech company could combine:
Programmatic display and video for awareness:

• Audio ads for commuting professionals
• Connected-TV/video for thought leadership videos or webinars
• DOOH or out-of-home for events or trade show announcements (if available in their regions)

This integrated approach helps maintain brand consistency, reach audiences across contexts, and avoid channel silos — which can improve reach, frequency, and eventually demand generation outcomes.

Efficiency and Lower Cost for Audio Campaigns

The integration connects directly to Adform’s DSP. This allows advertisers to streamline workflows. All planning, activation, and optimization occur in one place. This is better than using different systems. This cuts down on operational overhead, simplifies reporting, and speeds up campaign launches.

B2B businesses often have small marketing teams. So, they can test audio and multiformat campaigns. They don’t need special media-buying teams for every channel. This makes audio advertising simpler and cheaper.

Opportunity to Reach Professionals in New Contexts

One strength of audio, especially on Spotify, is context. People listen while commuting, working, exercising, or relaxing. B2B marketers can connect with professionals in new ways. This goes beyond traditional digital spaces. This approach can boost brand recall, increase engagement, and expand thought-leadership reach.

This is key for B2B sectors like SaaS, enterprise software, and professional services. Audio’s subtlety and strong engagement help raise awareness and boost brand positioning.

Pressure on DSPs, Agencies & Martech to Offer Integrated, Cross-Channel Solutions

This partnership is part of a larger trend: DSPs and ad-tech providers increasingly need to offer multiformat, cross-channel capabilities (audio, video, display, CTV, etc.) in a privacy-first, transparent and easy-to-use way. Agencies serving B2B clients will likely see growing demand to deliver cross-channel campaigns with measurable ROI — not just digital or performance marketing.

Adform’s move raises the bar for other DSPs and ad-tech platforms. To remain competitive, they may need to build similar integrations or partnerships with audio streaming platforms, CTV networks, or emerging channels.

Broader Business Implications and Strategic Considerations

More advertisers can explore audio now. Companies that ignored it before have new opportunities. This broadens their reach and diversifies their media mix.

• Better measurement and attribution across formats: Unified DSP integration makes data flow and measurement easier. This helps with better attribution. It also optimizes across channels and reallocates budgets based on performance.
• Creative and media planning may change: With audio included, teams might need to create audio-first scripts and messages. They should think about using formats like audio with display or video. This is better than just reusing old digital creatives.
• Opportunities for smaller agencies or mid-market B2B firms: Buying is now simpler and more scalable. Even firms with few resources can still access quality audio and various formats. This makes premium media easier to find.
• Market competition heats up: More advertisers are using multiformat omnichannel strategies. This boosts competition for quality audio and video inventory. As a result, CPMs may rise. Media planners must use smarter targeting and creative optimizations to keep ROI steady.

Conclusion

The new partnership between Adform and Spotify is a big deal for media buying. This is especially true for B2B marketers. This collaboration adds Spotify’s audio, video, and display formats to Adform’s DSP. This change lowers barriers and boosts flexibility. It enables true omnichannel campaigns that include audio.

B2B brands, such as enterprise tech and professional services, can connect with professionals in their everyday lives. It can enhance existing digital campaigns and improve brand awareness. However, it requires a shift in media planning. Marketers should shift from isolated channels to integrated strategies. They need to focus on reach, relevance, and efficiency.

Audio is becoming key in programmatic media buying. Early adopters who use it well will likely see better reach, engagement, and brand recall. This could change how B2B marketing budgets are allocated in the future.