Amazon Ads has struck a new deal with SiriusXM Media that gives advertisers programmatic access to SiriusXM’s digital audio portfolio. Through Amazon DSP, marketers can now buy ad placements across Pandora, SoundCloud U.S., and other SiriusXM Media inventory.

According to SiriusXM, these platforms together reach 160 million monthly digital listeners. This integration allows advertisers using Amazon DSP to extend their campaigns beyond display and video to include premium digital audio formats.

Using Amazon’s first-party insights for audience targeting

The company said the integration allows advertisers to match SiriusXM Media’s streaming and podcast inventory with Amazon’s first-party data. This includes shopping, browsing, and streaming signals generated from its platforms.

Meredith Goldman, Director of Amazon DSP at Amazon Ads, said the collaboration is “reimagining how audio can be integrated into comprehensive advertising strategies.” She added that Amazon aims to give advertisers the opportunity to connect with consumers across multiple media channels, including audio.

Measurement and attribution across audio

Another feature of the deal is measurement. According to Amazon, advertisers can now connect audio exposure to business outcomes through its AI-driven tools within Amazon DSP. This includes full-funnel attribution, which means campaigns can be tracked from initial exposure to conversions.

Sherene Hilal, Chief Advertising Product Officer at SiriusXM, said, “For the first time, brands can pair Amazon’s first-party insights with our audio content for smarter audience reach and full-funnel measurement that proves the impact of digital audio.”

Audio as part of omnichannel campaigns

This partnership also positions audio as a more central part of cross-channel strategies. Advertisers can now integrate SiriusXM Media’s inventory into campaigns alongside video and display without leaving Amazon DSP.

Hilal noted that the partnership “marks a major step forward for programmatic audio,” adding that the goal is to help brands close the gap between time spent with audio and the current level of ad spend in the format.

Amazon’s push into media deals

The partnership is the latest in a series of integrations announced by Amazon. Last week, the company entered a similar agreement with Netflix. Earlier in the year, it made deals with Roku and Disney.

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