In an email to creators Friday, the company highlighted changes to its Ambassador Ads program — promotional spots for Spotify that podcasters read. The company pays hosts to read ads to encourage more creators to make shows and join the platform.
Spotify has been paying and providing ad support to podcasters who provide white-noise programming. They benefit from support intended for more conventional podcast creators. The marketing money wasn’t well spent given that people often listen to these shows in the background rather than during an engaged listening session, said the person, who asked not to be identified discussing the reasoning behind the policy change.
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