Amazon Music will increase its presence in the podcasting industry with the acquisition of Art19.
Art19, a podcast hosting and monetisation platform, will be acquired by Amazon Music for a currently undisclosed amount. Since Art19 maintains an ad marketplace that targets and inserts adverts into podcasts, Amazon will be able to host podcasters' shows as well as sell ads in them.
The acquisition will allow Amazon to host podcasts from Audible and Wondery, as well as third parties, and sell ads against them. However, the company currently has no plans to change anything on the Art19 platform, according to an Amazon Music spokesperson.
Further, data from Art19 can help Amazon Music be more aware of podcasting trends from both within and outside the app. Spotify similarly developed an ad-serving technology called Streaming Ad Insertion to boost podcasters on its hosting service.
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