Dawn Chmielewski & Supantha Mukerjee

(Reuters) – Spotify Inc. (NYSE:) Inc. increased its investment in podcasting by acquiring Podsights, Chartable and other services, said the company Wednesday. The acquisitions provide advertisers with greater insight and publishers of podcasting, and are a further boost to their podcasting business.

Podsights is a tool that helps marketers measure the effectiveness of ads. This area has been a challenge for Spotify. Chartable gives podcast producers audience insights to help them measure their effectiveness in growing their audiences.

We are unable to provide financial information about the transactions.

Khurrum Mlik, Head of Ads Business Marketing at Spotify said that the acquisitions by Chartable and Podsights podcast technology players were valuable in our quest to improve digital audio measurement data.

Spotify invested heavily in podcasts, as opposed to music which is highly commoditized. Spotify pays a portion of its revenue to the right holders. Podcasts can engage listeners for hours, making them valuable advertising inventory.