Amazon Ads and SiriusXM have announced an audio advertising partnership that will allow marketers using Amazon DSP to access SiriusXM’s digital audio portfolio — including Pandora and SoundCloud U.S.
According to its website, Amazon DSP is a “demand-side platform” that programmatically buys ads to reach new and existing audiences on Amazon, third-party apps and websites.
“For the first time, brands have seamless access through Amazon DSP to reach SiriusXM Media’s 160 million monthly digital listeners,” said Amazon and SiriusXM in a joint press release. “Advertisers using Amazon DSP can now extend their omnichannel campaigns to include SiriusXM Media’s premium audio inventory, reaching highly-engaged audiences with efficient and effective campaigns based on Amazon’s trillions of first-party signals.”
According to the release, marketers using Amazon DSP can now activate SiriusXM’s music portfolio via the AdsWizz Supply Side Platform. The offering will soon extend to the SiriusXM Podcast Network.
“By combining Amazon’s diverse audiences and first-party insights with SiriusXM’s premium audio content, we’re fundamentally reimagining how audio can be integrated into comprehensive advertising strategies,” said Meredith Goldman, director of Amazon DSP at Amazon Ads, said in the release.
Sherene Hilal, chief advertising product officer at SiriusXM, added: “As we look to close the gap between time spent with audio and ad spend and ensure audio is part of every media mix, this partnership marks a major step forward for programmatic audio, delivering the scale, precision and audience-driven insights that brands need.”
According to the companies, through this integration, advertisers can now pair SiriusXM’s streaming and podcast inventory with Amazon’s first-party shopping, streaming and browsing insights; use AI-based tools on Amazon DSP to “optimize” SiriusXM audio campaigns and deliver ads to relevant audiences; and integrate SiriusXM audio into visual ads.
Amazon Ads and SiriusXM will implement the expanded access with some advertisers in Q4 2025. Learn more here.
