Audio big SiriusXM has inked a partnership with Amazon that may permit advertisers to purchase advertisements throughout its properties and media varieties programmatically by way of Amazon’s demand-side platform, or DSP.
The partnership, introduced Tuesday, will start with SiriusXM’s streaming music portfolio, together with Pandora and SoundCloud U.S. It should prolong to the corporate’s podcast community, beginning with choose advertisers, within the fourth quarter of this 12 months.
The mixing is more likely to be a welcome one for enterprise advertisers, as they may be capable of tailor their campaigns based mostly on Amazon’s trillions of first-party information alerts on how customers store, browse, and stream media—mixed with SiriusXM’s personal first-party listener information. Taken collectively, these datasets will create richer viewers segments, serving to entrepreneurs pinpoint and converse to those that are most probably to interact with their model and make a purchase order.
Advertisers utilizing Amazon DSP may even get entry to AI-powered marketing campaign optimization instruments and full-funnel measurement, together with attribution and insights on attain and frequency throughout channels.
The partnership with SiriusXM will likely be Amazon DSP’s largest direct programmatic integration for audio. The platform additionally gives direct shopping for on iHeartMedia, Audacy, and Pandora—although these are targeted on Alexa stock—in addition to direct shopping for for Amazon-owned audio properties, together with Wondery and Amazon Music
The deal was interesting to Amazon because of SiriusXM’s “various portfolio” and broad attain, which spans about 160 million month-to-month listeners, in accordance with Meredith Goldman, director of Amazon DSP.
The collaboration will assist Amazon DSP clients higher “handle omnichannel provide and be capable of run offers, personal market, programmatic assured, or open public sale stock with audio provide,” Goldman mentioned.
She added that audio is a “fast-accelerating” channel, and mentioned Amazon DSP sees the association as an “alternative to deliver audio into the fold for our clients to function their full-funnel method.”
Entrepreneurs are anticipated to spend about $2.26 billion on programmatically purchased digital audio advertisements within the U.S. market this 12 months—up 16% from 2024, in accordance with information from Emarketer.
For SiriusXM, refined measurement and optimization options—management knobs that advertisers more and more demand—had been central to its determination to associate with Amazon DSP.
“There are a lot of [DSPs] on the market which are unwilling to provide that degree of granularity again for optimization exterior of media concentrating on, however Amazon is open to doing that,” Sherene Hilal, chief advertisements product officer at SiriusXM, instructed ADWEEK. “That signifies that any marketing campaign that you just run on Amazon with SiriusXM Media audio advertisements, you even have the flexibility to port that information into information clear rooms or into your first-party information setting, which implies you need to use it to grasp how that viewers is reacting exterior of that media purchase, extra typically, throughout your whole properties. That’s fairly distinctive.”
Shopper packaged items manufacturers, which frequently lack strong shops of first-party information, will likely be particularly eager to reap the benefits of the mixing for these causes, Hilal mentioned.
SiriusXM additionally permits programmatic shopping for through DSPs together with The Commerce Desk, Yahoo, and Google.
Amazon DSP has made a concerted effort this 12 months to broaden its programmatic partnerships. Final week, the corporate introduced it could allow advertisers to purchase Netflix stock programmatically in 12 markets around the globe. In June, it unveiled an integration with Disney’s advert alternate that provides advertisers entry to purchase throughout platforms like Disney+, Hulu, and ESPN.
With these offers, Amazon DSP has change into an more and more formidable rival to the favored DSP The Commerce Desk. Entrepreneurs have moved thousands and thousands in spend from The Commerce Desk to Amazon DSP already this 12 months, as ADWEEK beforehand reported.
Amazon’s Goldman mentioned the corporate plans to ink extra programmatic audio offers this 12 months “to ensure that we’ve a full portfolio to actually be capable of attain all audio listeners.”
