Consumer packaged goods brands, which often lack robust stores of first-party data, will be especially keen to take advantage of the integration for these reasons, Hilal said. 

SiriusXM also allows programmatic buying via DSPs including The Trade Desk, Yahoo, and Google. 

Amazon DSP has made a concerted effort this year to expand its programmatic partnerships. Last week, the company announced it would enable advertisers to buy Netflix inventory programmatically in 12 markets around the world. In June, it unveiled an integration with Disney’s ad exchange that gives advertisers access to buy across platforms like Disney+, Hulu, and ESPN. 

With these deals, Amazon DSP has become an increasingly formidable rival to the popular DSP The Trade Desk. Marketers have moved millions in spend from The Trade Desk to Amazon DSP already this year, as ADWEEK previously reported.

Amazon’s Goldman said the company plans to ink additional programmatic audio deals this year “to make sure that we have a full portfolio to really be able to reach all audio listeners.”

Correction Sept. 16 at 4:37 p.m. ET: An earlier version of this article included a quote from SiriusXM’s chief ads product officer that misstated how data is shared between Amazon DSP and SiriusXM. We have updated the article to more accurately reflect the terms of this deal.