- “We’re quite unique in that we have people’s ears . . . combine that with the psycho-graphic data that we have and that becomes very powerful for brands,” said Jana Jakovljevic in 2015, then Head of Programmatic Solutions; she is now employed by AI ad-tech company Cognitiv, which claims to be “the first neural network technology that unearths patterns of consumer behavior” using “deep learning” to predict and target consumers.
The fact that experience at Spotify could prepare someone for such a career shift is worth some reflection. But more interestingly, Jakovljevic added that Spotify was using this data in many ways, including to determine exactly what type of music to recommend, which is important to remember: the data that is used to sell advertisers on the platform is also the data driving recommendations. The platform can recommend music in ways that appease advertisers while promising them that mood-boosting ad space. What’s in question here isn’t just how Spotify monitors and mines data on our listening in order to use their “audience segments” as a form of currency—but also how it then creates environments more suitable for advertisers through what it recommends, manipulating future listening on the platform.