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A closer look at Omnicom and Spotify’s $20m podcast advertising deal

Agreement may last only six months but Omnicom agencies stand to gain from priority access to data and insights.

By Omar Oakes

Earlier this month, much of the world’s media breathlessly reported that Omnicom had struck a $20m with Spotify in a “global strategic podcast advertising partnership”.

The companies’ joint announcement was fairly light on detail, but such is the excitement around podcasts as a growing advertiser platform that it has caught the attention of the industry and the stock market. Shares in Spotify jumped 3.5% after the deal was announced on 8 July.
For Omnicom, $20m is not a large amount – its media buying group manages about $35bn in global spend – but for Spotify it’s a landmark move that helps strengthen its push to become the world’s pre-emi


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