Amazon Ads and SiriusXM Media Launch Programmatic Audio Integration via Amazon DSP

Amazon Ads and SiriusXM Media have unveiled a new programmatic audio advertising partnership, enabling marketers using Amazon DSP to seamlessly access SiriusXM Media’s extensive digital audio portfolio-including Pandora and SoundCloud U.S. For the first time, brands can reach SiriusXM Media’s 160 million monthly digital listeners directly through Amazon DSP, expanding their omnichannel strategies with premium audio inventory backed by Amazon’s powerful first-party data signals.

This collaboration allows advertisers to tap into SiriusXM Media’s streaming music portfolio through the AdsWizz Supply Side Platform (SSP), with plans to extend the offering to the SiriusXM Podcast Network. As the top podcast network among U.S. audiences 18+—featuring four of the top ten podcasts-this expansion will unlock new opportunities for marketers to drive incremental reach, scale campaigns, and strengthen their audio advertising impact.

“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, Amazon DSP at Amazon Ads. “Our relationship exemplifies our commitment to providing advertisers with unrivaled opportunity across all media channels, including audio, which has become an increasingly vital component of the consumer journey.”

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“We are thrilled to bring our premium audio inventory into Amazon DSP,” said Sherene Hilal, Chief Advertising Product Officer at SiriusXM. “For the first time, brands can pair Amazon’s first-party insights with our audio content for smarter audience reach and full-funnel measurement that proves the impact of digital audio. 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.”

Key Benefits for Advertisers

Through this new integration, advertisers can:

• Reach high-intent audio audiences by pairing SiriusXM Media’s premium streaming and podcast inventory with Amazon’s trillions of first-party shopping, streaming, and browsing signals.
• Drive measurable outcomes with full-funnel attribution and AI-powered optimization on Amazon DSP, connecting audio ad exposure to real business results.
• Enhance omnichannel campaigns by incorporating SiriusXM Media’s audio inventory alongside display, video, and other formats for a more holistic and efficient media strategy.

Amazon Ads delivers full-funnel advertising solutions designed to help brands of all sizes achieve measurable growth at scale. Amazon DSP empowers advertisers with flexible buying options, advanced AI-driven automation, and robust clean room technology to deliver impactful campaigns while maintaining data security and privacy. With this new partnership, Amazon Ads and SiriusXM Media are redefining how brands leverage programmatic audio to engage audiences across the customer journey.