Spotify has found a way to better generate more revenue from the ads it delivers to users of its free music streaming service. Although today’s announcement is aimed at advertisers that will now be able to target ads based on the category of podcasts people listen to, users of Spotify’s free service are the ones affected by the decision.Up until now, Spotify’s free-tier users would be targeted by ads based on the music they listen to, such as genre or playlist, but starting today, advertisers will be able to target them more specifically based on the category of podcasts they like.

Spotify told The Verge that this is just the first step towards building a solid advertising strategy around podcasts, which was started not long ago by the partnership with Samsung and 3M.