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Spotify buys recommendation service MightyTV

Spotify Ltd. bought content recommendation service MightyTV, according to a March 27 official blog post.

The deal, terms of which were not disclosed, will enable Spotify to further develop its programmatic audio advertising, including its ad products and marketing technology platforms.

MightyTV founder and CEO Brian Adams will join Spotify as vice president of technology, with a focus on advertising and marketing technology solutions. Further, MightyTV employees will be based in Spotify offices in New York, Toronto and Stockholm.

Meanwhile, MightyTV's app will no longer be updated or available, effective immediately, according to its website.

The MightyTV deal follows Spotify's acquisition of audio detection startup Sonalytic, which is also aimed at improving content recommendations for the Swedish music-streaming service, TechCrunch reported March 27.