8tracks, the third-largest internet radio service among U.S. millennials, and leanStream, the largest audio ad marketplace in Canada, have announced a new partnership.

After a successful roll-out of audio ads in the US, 8tracks will now offer audio advertising in Canada with leanStream. 8tracks boasts 3,000,000 handcrafted playlists and a large audience in Canada, with nearly 90% between the ages of 18-34.

Audio ad units will include pre-roll, mid-roll and special sponsorships such as branded playlists and first impression takeovers. Thanks to 8tracks’ crowd-curated approach, every playlist on 8tracks has tags that marketers can use to target advertising, including hundreds of thousands of moods, activities, genres, and artists. Clients can run audio ads alongside select tags. For example, a coffee company can run ads on playlists with tags such as coffee, chill, cafe, morning, breakfast and wake up, or a fitness company can run ads on playlists with tags like running, workout, gym, cardio, and motivation.

“Our new audio ad partnership with leanStream gives marketers access to our Canadian audience in highly-targeted ways, even when listeners tune in from a mobile device that’s tucked away in a pocket,” noted David Porter, 8tracks’ CEO and Founder.

leanStream will exclusively represent 8tracks in the Canadian market. Audio ads are available to advertisers with a managed service or through programmatic deals. In the move, Jesse Haw, previously Partnerships Director for Canada at 8tracks, joins the leanStream team. Jesse will continue to build out unique executions for 8tracks as well as other clients.

“We are fully committed to the development of digital audio sales as a source of high-value audio inventory placements for advertisers and revenue for broadcasters, music streaming services & podcasters. We are excited to add 8tracks to our substantial digital audio ad marketplace for advertisers.” Said Chris Nimigon, CRO and Partner.