Spotify connected to television streaming services, including Netflix and HBO Go, that recommends content to users. Spotify will mainly be using MightyTV to improve its advertising efforts on the free tier of service. In April 2017, Spotify acquired Mediachain, a blockchain startup with several technologies that can aid Spotify's effort in connecting artists and rights-holders with the tracks on its service. In May 2017, Spotify acquired artificial intelligence startup Niland, and will use its technology to improve its personalisation and recommendation features for users. In November 2017, Spotify acquired SoundTrap, an online music studio startup. On April 12, 2018, Spotify acquired
Criticism of Spotify an apology on the Spotify blog by Ek, in which he wrote that "We should have done a better job in communicating what these policies mean and how any information you choose to share will – and will not – be used", along with details on what features the permissions would enable. An updated privacy policy, with "clearer language" focused on helping users, rather than lawyers, understand its contents, was rolled out in September 2015. In August 2015, "Billboard" reported that Spotify was among the streaming services influenced by "pay for play", in which labels pay for songs to be