Advertisers Can Now Buy SiriusXM Audio Ads Directly Through Amazon DSP

Audio giant SiriusXM has inked a partnership with Amazon that will allow advertisers to buy ads across its properties and media types programmatically through Amazon’s demand-side platform, or DSP. 

The partnership, announced Tuesday, will begin with SiriusXM’s streaming music portfolio, including Pandora and SoundCloud U.S. It will extend to the company’s podcast network, starting with select advertisers, in the fourth quarter of this year.

The integration is likely to be a welcome one for enterprise advertisers, as they will be able to tailor their campaigns based on Amazon’s trillions of first-party data signals on how consumers shop, browse, and stream media—combined with SiriusXM’s own first-party listener data. Taken together, these datasets will create richer audience segments, helping marketers pinpoint and speak to those who are most likely to engage with their brand and make a purchase. 

Advertisers using Amazon DSP will also get access to AI-powered campaign optimization tools and full-funnel measurement, including attribution and insights on reach and frequency across channels.

The partnership with SiriusXM will be Amazon DSP’s largest direct programmatic integration for audio. The platform also offers direct buying on iHeartMedia, Audacy, and Pandora—though those are focused on Alexa inventory—as well as direct buying for Amazon-owned audio properties, including Wondery and Amazon Music

The deal was appealing to Amazon due to SiriusXM’s “diverse portfolio” and broad reach, which spans about 160 million monthly listeners, according to Meredith Goldman, director of Amazon DSP.

The collaboration will help Amazon DSP customers better “manage omnichannel supply and be able to run deals, private marketplace, programmatic guaranteed, or open auction inventory with audio supply,” Goldman said.

She added that audio is a “fast-accelerating” channel, and said Amazon DSP sees the arrangement as an “opportunity to bring audio into the fold for our customers to operate their full-funnel approach.”

Marketers are expected to spend about $2.26 billion on programmatically bought digital audio ads in the U.S. market this year—up 16% from 2024, according to data from Emarketer. 

For SiriusXM, sophisticated measurement and optimization features—control knobs that advertisers increasingly demand—were central to its decision to partner with Amazon DSP. 

“There are many [DSPs] out there that are unwilling to give that level of granularity back for optimization outside of media targeting, but Amazon is open to doing that,” Sherene Hilal, chief ads product officer at SiriusXM, told ADWEEK. “That means that any campaign that you run on Amazon with SiriusXM Media audio ads, you also have the ability to port that data into data clean rooms, which means you can use it to understand how that audience is reacting outside of that media buy, more generally, across all of your properties. That is quite unique.”

An Amazon spokesperson said that advertisers are not able to export first-party data, but can bring datasets together in Amazon’s proprietary clean room environment via Amazon Marketing Cloud.

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.