Music streaming service Spotify has opened up one of its flagship features for sponsorship.

Spotify’s popular Discover Weekly playlist can now be sponsored by advertisers. According to a report by TechCrunch, the music streaming service announced today that it has begun beta testing this new feature.

Spotify’s Discover Weekly playlists are customized for each user using artificial intelligence. According to the report, sponsorships of Discover Weekly will allow brands to “own the personalized listening experience.”

Before this announcement, brands like Dunkin Donuts have run audio or video ads in ad breaks and sponsored other editorial playlists curated by Spotify. According to the report, Discover Weekly listeners stream more than twice the amount that users who don’t listen to the playlist do.

Spotify recently surpassed 200 million monthly active users, according to the article. Read the full story here.