Spotify reportedly intends to increase its advertising in an attempt to increase its revenue.

The streaming giant currently offers a free service to users who want ads to interrupt their music. It also offers an ad-free service to those who pay a subscription. NOW Spotify is testing an SSP, Spotify Ad Exchange (SAX), focused on video ads to scale its automated advertising solutions, according to a report from Axios.

“Being able to purchase audio inventory that is being offered at scale is important to us and our customers, and it has been somewhat difficult so far,” said one buyer. Digiday. “Since The Trade Desk is a platform widely used by advertisers of all sizes, it should be relatively easy to test this inventory, and I believe it will help attract new advertisers. Spotify. The move also paves the way for additional measurement and audience insights, which will be attractive to new advertisers and should also help existing brands feel more comfortable in increasing their investment.

It is believed that the volume of advertising will put them in direct competition with companies like Meta and Google.