Spotify competes directly with Amazon Music for subscribers and ad dollars — but now Spotify is teaming up with a different division of the ecommerce giant in an effort to amp up programmatic advertising revenue.

Amazon Ads and Spotify announced a global strategic partnership that gives advertisers using Amazon DSP programmatic access to Spotify’s streaming audio and video inventory, which as of June reached 696 million monthly users . Plugging Spotify into Amazon’s demand-side platform will allow ad buyers “to reach engaged audiences at scale while providing access to full-funnel measurement and attribution,” the companies said.

Starting Wednesday (Oct. 1), the Amazon DSP/Spotify integrated offering will be available in the U.S., U.K., Canada, Germany, France, Italy, Spain, Brazil

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