Spotify broadens Nielsen deal to offer brands more data

The streaming company currently uses Nielsen services to track audience reach across campaigns on Spotify, assess offline sales performance and measure audience engagement.

It has now added Nielsen Brand Effect in the US, Germany, Canada, Mexico, the UK, Spain, France, Netherlands, Japan and Australia, meaning marketers can measure and optimise their national advertising campaigns on Spotify.

The move is part of the company’s bid to prove the value of its platform to brands. Brian Benedik, global head of advertising, said: "As our advertising platform matures, we've set out to prove that Spotify is so much more than the cool kid on the block; it’s a valuable platform that delivers major impact for brand advertisers.

"With Nielsen’s industry leading measurement tools in our arsenal, we're able to prove how big that impact is."