We're trying to offer a solution that's closest to the brief." Getting advertisers to trust it can get closer to that original idea is easier said than done, especially when many are concerned with viewability and traffic fraud. To that end, Spotify has struck a number of partnerships to prove it doesn't need to mark its own homework; from Moat and Google to measure the viewability of its desktop leaderboard and video campaigns as well Nielsen and ComScore to track the effectiveness of its ads. Crafting a better story for advertisers Spotify has done a fine job keeping its service free for the last couple of years which is why its plan to expand its offering beyond programmatic marketing platforms (PMPs) seems like a straightforward solution. "Similarly to Facebook, Spotify is on track to consolidate its deterministic and transparent media buying," said Katrina Lehismae, head of media at Roast. "The main question is around the art of precision advertising.