Jordan Bevan
Amazon Ads and SiriusXM Media have announced a programmatic advertising partnership that will allow brands to purchase audio inventory from SiriusXM’s portfolio directly through Amazon’s demand-side platform (DSP). The move significantly expands Amazon’s audio offering and positions it as a stronger competitor in the programmatic marketplace.
The integration provides Amazon DSP customers access to SiriusXM’s streaming properties, including Pandora and SoundCloud U.S., reaching a combined audience of roughly 160 million monthly digital listeners. Beginning in the fourth quarter of 2025, the partnership will also extend to SiriusXM’s podcast network, which includes several of the top-ranked shows among U.S. adults.
Through the agreement, advertisers can combine SiriusXM’s listener data with Amazon’s vast first-party signals, which include shopping, streaming, and browsing behavior. Campaigns will be activated via AdsWizz, SiriusXM’s supply-side platform, and can be incorporated into broader omnichannel strategies alongside display, video, and connected TV.
Marketers will also gain access to AI-driven optimization and full-funnel measurement tools through Amazon DSP, enabling attribution across channels and integration with clean-room environments such as Amazon Marketing Cloud. This setup allows advertisers to connect audio impressions with measurable outcomes, including site visits and purchases.
For SiriusXM, the deal reflects growing demand for granular measurement and optimization in digital audio campaigns—features that many DSPs have struggled to provide at scale. For Amazon, the agreement marks its largest direct programmatic integration for audio to date and follows a string of recent partnerships, including deals with Netflix, Disney, and NBCUniversal.
Industry analysts note that the move underscores Amazon’s broader effort to capture market share from rivals like Google DV360 and The Trade Desk. By pairing its proprietary data with high-reach media partners, Amazon DSP is increasingly positioned as a one-stop platform for agencies seeking cross-channel efficiency.
Programmatic audio advertising continues to grow, with U.S. marketers projected to spend $2.26 billion in 2025, according to eMarketer—up 16% from the prior year. However, fragmentation and limited measurement tools have historically slowed adoption. By consolidating access to SiriusXM inventory and layering in its own audience insights, Amazon aims to reduce those barriers and accelerate audio’s inclusion in mainstream media budgets.
The expanded access will roll out with select advertisers in Q4 2025 before becoming more widely available.
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