Starting July 15, 2026, all ad campaigns booked in Megaphone will run through the Spotify Ad Server. This article explains how campaigns deliver, in what order, and what tools you have to manage delivery.
Ads delivery prioritization
When a listener hits an ad break, ads are considered for delivery in the following priority order:
Priority guaranteed campaigns: Always deliver first. These campaigns have the highest priority and will always fill any eligible ad slot. Eligibility is determined by targeting parameters.
Standard guaranteed campaigns: Deliver after Priority campaigns. If no Priority campaign is eligible to fill the slot, Standard campaigns get their opportunity. Standard campaigns deliver based on impression budget and campaign parameters.
Private Market Place (PMP) deals + Spotify Audience Network (SPAN): Once all guaranteed options are exhausted, PMP deals and SPAN compete in auction. The highest gross bidder wins.
Promotions: Fill any remaining impressions where no monetizable opportunity exists.
Your guaranteed direct sales campaigns (Priority and Standard) will generally deliver above the Spotify Audience Network. PMP deals compete alongside SPAN at the same priority level to better fulfill your guaranteed campaigns.
How the PMP Auction Works
PMP deals and SPAN compete in a first-price auction. The campaign with the highest gross bid wins, so long as the bid is above the floor price set by the publisher. Spotify optimizes for the highest bid without introducing complex bid logic, which also meets advertiser expectations for how ad auctions are conducted.
Delivery Management Tools
You'll continue to have access to tools to manage campaign delivery.
Pacing
Three pacing types are supported for Standard guaranteed campaigns.
ASAP: Attempts to deliver the campaign as quickly as possible
Even: Serves the campaign evenly across each day of its flight
Front-loaded: Distributes delivery across the campaign's runtime but biases toward earlier delivery
Note: Pacing and impression caps are not supported for Priority campaigns as they will always get first priority to serve.
Position targeting
At the order level, you can continue to determine where your ad delivers:
You can now target up to 7 ad locations per campaign (1 pre, up to 5 mid, 1 post), up from the previous maximum of 5
Target by ad location: Pre, Mid, or Post
Target by position: any position, or 1-5
For each mid-roll break, up to 5 ad positions are available, giving you up to 25 total mid-roll slots
Selecting a specific position makes that order eligible to serve in that position over any positionless ad.
Competitive separation
Competitive separation is now supported at the ad break level.