SiriusXM, Amazon Ads Partner For Programmatic Audio

SiriusXM Media and Amazon Ads announced a strategic integration that allows advertisers using Amazon's Demand-Side Platform (DSP) to programmatically purchase audio advertising inventory from SiriusXM's extensive digital portfolio. 

This marks the largest audio platform integration for Amazon DSP to date, enabling seamless access to over 160 million monthly digital listeners across platforms like Pandora and SoundCloud U.S. The partnership aims to bridge the gap between audio consumption and ad spend by incorporating advanced targeting, measurement, and optimization tools, making audio a more integral part of omnichannel marketing strategies.

Advertisers can now buy ads programmatically through Amazon DSP for SiriusXM's streaming music content, including Pandora and SoundCloud in the U.S. This is facilitated via the AdsWizz Supply Side Platform. The integration will expand in the near future to include the SiriusXM Podcast Network, which ranks #1 among audiences 18+ and features four of the top ten podcasts, offering additional scale and reach.

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This deal emphasizes "programmatic" buying, where ads are purchased algorithmically based on consumer data to target specific audiences efficiently. It builds on SiriusXM's existing programmatic capabilities with other DSPs like The Trade Desk, Yahoo, and Google, but leverages Amazon's unique strengths in first-party data from shopping, browsing, and streaming behaviors.

Benefits for Advertisers: Brands can combine SiriusXM's engaged audio listeners with Amazon's trillions of first-party signals for precise, audience-driven reach. This is particularly valuable for consumer packaged goods (CPG) brands with limited first-party data.

Omnichannel Integration: Audio ads can now be mixed into larger campaigns alongside CTV, display, mobile, and visual formats. SiriusXM is also uploading its first-party data to Amazon's publisher cloud suite for better attribution linking audio exposure to actual purchases.

Measurement and Efficiency: Advertisers gain sophisticated controls for optimization, addressing common barriers in audio like fragmentation and inconsistent targeting. This helps prove audio's ROI, potentially increasing its share of ad budgets.

For SiriusXM, the deal was driven by the need for robust measurement tools that advertisers demand, positioning audio as an upper-funnel channel that drives sales.