Music service Spotify has acquired MightyTV, a specialist in the use of machine learning for personalised TV recommendations. MightyTV founder and CEO Brian Adams will join Spotify as vice-president of technology, using his knowledge of programmatic advertising and personalised recommendations to help develop the platform’s ad products.

“The content recommendation system MightyTV has built is incredibly aligned with how we think about advertising technology and marketing personalisation,” said Spotify vice-president of product, Jason Richman.

MightyTV launched in the US in April 2016 offering recommendations from HBO Now, Crackle, Amazon, Netflix, Showtime, Hulu and Cinemax. It had raised a $2 million round of seed funding in August to support its growth and “further enhance the video discovery process”.

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