Could Spotify’s people-based approach make marketers sing again following the transparency furore?

If you’re one of Spotify’s 100 million monthly listeners then you’ve probably let the app soundtrack your life at some point. Part of the draw is the ability to follow playlists, artists and genres but in turn Spotify follows listeners – from the shower to the commute, the gym to the office. For a while, the service has been offering marketers segmented audience data around listening habits, and it’s now taking that one step further by placing an emphasis on a peopl