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
Japan Tobacco International cigarette brands that the company markets regionally. Japan Tobacco International JTI - Japan Tobacco International is the international tobacco division of Japan Tobacco, a leading international tobacco product manufacturer. The company is headquartered in Geneva, Switzerland and sells its brands in 120 countries. As of 2018, JTI employs around 40,000 people around the world at 400 offices, 27 factories, five research & development centers and five tobacco processing facilities. Eddy Pirard is the President and CEO and Koji Shimayoshi is the Deputy CEO, Executive Vice President, Business Development & Corporate Strategy. JTI was formed in 1999 when Japan Tobacco Inc.