Amazon Ads is continuing its expansion across streaming and audio ads, as the e-commerce giant accelerates its rivalry with incumbents in the programmatic advertising sector, through a deal between its demand-side platform and SiriusXM.
Earlier today, the duo announced advertisers buying through Amazon’s DSP will be able to access SiriusXM Media’s streaming portfolio — an audience of more than 160 million listeners, including Pandora and SoundCloud in the U.S., with podcasts set to follow – making it the largest audio partner to plug into Amazon’s DSP.
The pitch to buyers is straightforward: pair SiriusXM’s streaming and podcast inventory with Amazon’s first-party commerce and media signals, then fold audio into broader omnichannel strategies that already include display, video, and connected TV, via the AdsWizz supply-side platform.
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