AdWeek: Spotify Gets Into Pet Adoption After Learning Dogs Have Their Own Musical Tastes

Spotify users in Munich will now be able to adopt dogs based on their unique music preferences. According to a recent article in Adweek, the streaming service has launched a new program called Adoptify which features each dog's music taste in its adoption profile.

“No other music provider knows and analyzes the musical preferences of their listeners as well as Spotify. We will use this to make recommendations to users by displaying dogs who like the same music in personalized video banners,” said creative director Hans-Peter Sporer of Serviceplan Campaign X.

The initiative offers a new opportunity for targeted advertising towards listeners, who will now be able to choose a pet based on similar music taste. It was developed following a study that was done by the University of Glasgow, which found that each dog responds differently to music.