Spotify is Going to Start Playing Ads Based on all those Nickelback Songs You Secretly Love

There you were, naively thinking the dark recesses of your listening history were between you and Spotify alone.

The music streaming company this morning (July 20) announced a first-of-its-kind partnership with ad tech company Rubicon Project, which will give the latter group access to Spotify’s data troves — including an individual listener’s age, gender, and specific music preferences — that it’ll then use for automated advertising.

Brands placing ads on the platform will be able to target their promotions to specific listeners, based on personal demographics and even playlists and overall taste. In short: Spotify ads will soon start getting very, very personal.

Source: Quartz