Spotify is giving brands more control over ads in Discover Weekly

It's no secret that Discover Weekly is a popular personalized playlist for Spotify users. The custom playlist the streaming service builds based on your listening habits each week quickly amassed tens of millions of users after its introduction in 2015. Ads have been included on the playlist for a while if you have a free account, but now Spotify is giving brands the ability to completely customize the sponsored messages that appear in its most popular playlist. Basically, the streaming service will allow companies to control the messages "end-to-end," which was possible before in editorial playlists like Rap Caviar, but not for Discover Weekly. Given the popularity of the personalized playlist that helps you find new music each Monday, brands were surely champing at the bit to fully customize every aspect of the messages Spotify users will see and hear there like they could elsewhere on the streaming service. "Personalization has quickly gone from a nice-to-have to an expectation by consumers and marketers are craving opportunities to be part of these moments," Spotify's global head of partner solutions Danielle Lee explained.