Cannes-terview: Why Audio Ad Spend Still Lags, According To Spotify’s VP Of Product

The interview with Spotify’s VP of product reveals that audio advertising remains underinvested compared to other media channels. The article explains that audio commands time and attention, yet the ad dollars have not caught up, creating a scalability challenge for audio publishers. Spotify acknowledges that audio ad spend lags due to limited measurement capabilities, fragmented platforms, and a lack of unified data for advertisers. The piece highlights Spotify’s efforts to improve audio ad solutions, but notes that the industry still struggles to attract large advertisers. It also discusses the need for better audience data and sales teams to drive growth in the audio ad market.

The central point is that audio advertising is still a niche, under‑capitalized space despite its potential. The article calls for industry collaboration to address measurement and data gaps.

In short, audio ad spend lags because of fragmented platforms and limited measurement, and stakeholders must work together to unlock its full potential.