Spotify has rolled out its self-serve Ads Manager platform in India, opening up advertising on the platform to businesses of all sizes. The move is aimed at simplifying campaign creation and execution, particularly for D2C startups and SMEs, by removing the need for large budgets or agency-led buying.

The launch marks a significant shift in how advertisers can engage with audiences on Spotify, giving them direct control to plan, execute, and measure campaigns independently. The platform enables campaigns to go live within minutes and supports multiple formats, including audio, video, and display. In addition, it integrates generative AI tools that assist with script writing, voiceovers, and even music mixing, bringing creative production closer to advertisers themselves.

One of the key aspects of the Ads Manager is its flexibility in payments, offering options such as credit cards, pre-pay, and invoicing. It also introduces smart bidding capabilities through an “Automated Bid” feature that uses machine learning to optimise campaign delivery in real time. Alongside this, built-in split testing allows advertisers to compare creative variations and measure performance across metrics like click-through rates and completion rates.

Spotify is positioning the platform as a high-attention medium, noting that Indian users spend an average of two hours daily on the service. With a logged-in user base, the platform enables more precise targeting based on listening habits, mood, and real-time context, moving beyond traditional demographic-based segmentation.

Arjun Kolady, Head of Sales at Spotify India, said the initiative is designed to democratise access to advertising on the platform. He noted that both large brands and emerging businesses can now reach audiences more directly while driving measurable outcomes. He also highlighted that the platform offers musicians and podcasters the ability to promote their content to a global audience from India.

To strengthen measurement and accountability, Spotify has integrated first-party tools such as Brand Lift, Pixel, and a Conversions API. It also supports third-party integrations with companies like Integral Ad Science, DoubleVerify, and AppsFlyer. With a dedicated objective for app installs and a focus on performance tracking, the platform is positioned as a comprehensive solution for advertisers looking to scale in a data-driven environment.