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Spotify this morning announced<\/a> it has acquired content recommendation service MightyTV<\/a>, in an effort to further enhance\u00a0the company\u2019s advertising products and its marketing technology platforms. The deal will also see MightyTV\u2019s founder and CEO Brian Adams\u00a0joining, where he will become Spotify\u2019s VP of Technology, focused on both of these initiatives.<\/p>\n The company declined to disclosed the terms of the deal.<\/p>\n Prior to MightyTV, Adams<\/a> was the co-founder and CEO of AdMeld, an advertising optimization platform for publishers that was acquired by Google in 2011.<\/a>\u00a0He then joined Google to run the Doubleclick Publisher Platform, before leaving to start his own company again in 2015.<\/p>\n MightyTV, as the name implies, was a startup that offered TV show and movie recommendations<\/a>. The company had developed a Tinder-stlye mobile app for iOS and Android that would let you quickly indicate whether you liked or disliked a given title as a means of helping to customize MightyTV\u2019s suggestions to your own personal tastes. These recommendations would then improve over time, the more you used the product.<\/p>\n From a consumer perspective, what made MightyTV interesting was not necessarily its Tinder-like interface \u2013 though that was fun \u2013 but that it combined different approaches to making its suggestions \u2013 those that come from the aggregated user ratings as well as those that better understood one\u2019s\u00a0individual tastes.<\/p>\n Spotify\u00a0earlier this month acquired another technology startup, Sonalytic<\/a>, which also had an angle on improving recommendations. Like an improved Shazam, its tech could identify song snippets and even songs playing at live events. But it also had a machine-learning music recommendation technology that could help you find the music you liked for a given context, like road trips or gym workouts, for example.<\/p>\n Beyond Spotify\u2019s interest in improving recommendations \u2013 an area that\u2019s a battlefield for today\u2019s streaming services \u2013 the company\u2019s interest in MightyTV and its leadership has to do with its plans for programmatic audio advertising<\/a> and native brand ads, the company\u2019s announcement indicated.<\/p>\n Spotify launched<\/a> programmatic audio globally last summer, allowing advertisers to target audiences based on age, gender, genres, and playlists in real-time.<\/p>\n With the combination of MightyTV\u2019s\u00a0recommendation technology, and Adams\u2019 adtech and consumer expertise, the acquisition has\u00a0multiple advantages for Spotify.<\/p>\n \u201cThe content recommendation system MightyTV has built is incredibly aligned with how we think about advertising technology and marketing personalization,\u201d said Jason Richman, VP of Product at Spotify, in a statement. \u201cBrian and his team will help us continue to innovate on free monetization and extend our leadership position in programmatic audio.\u201d<\/p>\n \u201cSpotify has built the leading marketplace for fans and creators,\u201d said Adams. \u201cIt\u2019s an enormous opportunity for me and the team to help create native brand experiences that stay true to a product that millions love.\u201d<\/p>\n MightyTV\u2019s team\u00a0of eight will be joining as part of the acquisition and will be based in Spotify\u2019s New York City,\u00a0Toronto and Stockholm offices.<\/p>\n MightyTV had raised $4.25 million in seed funding, according to CrunchBase<\/a>.<\/p>\n Spotify confirmed that as a result of this acquisition, the MightyTV mobile app would be shutting down.<\/p>\n Featured Image: Thomas Trutschel\/Photothek\/Getty Images<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"![\"mightytv\"](\"https:\/\/tctechcrunch2011.files.wordpress.com\/2016\/04\/mightytv.png?w=680&h=452\")
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Spotify this morning announced it has acquired content recommendation service MightyTV, in an effort to further enhance\u00a0the company’s advertising products and its marketing technology platforms. The deal will also see MightyTV’s founder and CEO Brian Adams\u00a0joining, where he will become Spotify’s VP of Technology, focused on both of these initiatives. The company declined… Read More<\/a><\/p>\n\n<\/img><\/a>
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