“Long-term, I believe at the very least, [advertising] should be 20% of our revenues,” Ek told investors in Q3 2021. “But it might possibly be a lot more than that 30%, 40% even over the next five to 10 years.” Over a year later, with Q3 2022 ad revenue sitting at 12.7%, how does Lee Brown, the company’s top global commercial operator, hope to significantly grow its ad revenue? With ambitions to build ‘the world’s #1 audio network” how is the business looking to the future, hiring its people, investing in technology and content, and enhancing advertiser confidence?