Amazon and SiriusXM expand programmatic audio reach through strategic DSP integration

Amazon Ads and SiriusXM Media announced September 16, 2025, a strategic programmatic audio advertising integration that provides marketers using Amazon DSP access to SiriusXM Media's extensive digital audio portfolio, including Pandora and SoundCloud U.S. The partnership marks the first time brands can seamlessly reach SiriusXM Media's 160 million monthly digital listeners through Amazon's demand-side platform, according to Edison Research.

The integration enables advertisers using Amazon DSP to activate SiriusXM Media's streaming music portfolio via the AdsWizz Supply Side Platform. This offering will soon extend to the expansive SiriusXM Podcast Network, which ranks number one among audiences 18+ and represents four of the top ten podcasts, according to Edison Research Q2 2025 data. This expansion provides advertisers with additional opportunities for scale and incremental reach while enhancing Amazon's audio advertising footprint.

"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. The relationship exemplifies Amazon's commitment to providing advertisers with unrivaled opportunity across all media channels, including audio, which has become an increasingly vital component of the consumer journey.

"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."

Through this integration, advertisers gain three primary capabilities. First, they can reach audio fans with audience insights based on Amazon's trillions of signals by pairing SiriusXM Media's premium streaming and podcast inventory with Amazon's first-party shopping, streaming, and browsing insights to reach high-intent audiences. Second, advertisers gain full-funnel measurement and attribution in audio using AI-enhanced capabilities on Amazon DSP to optimize SiriusXM Media audio campaigns with the same precision and intelligence offered across formats, connecting audio exposure to real business outcomes. Third, brands can integrate audio easily into omnichannel strategies by incorporating SiriusXM Media audio inventory as a central component of their holistic marketing strategies alongside formats like display and video for a more efficient omnichannel approach.

Amazon DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. The platform uses advanced artificial intelligence to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement. Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024.

The partnership addresses the growing importance of programmatic audio advertising within the broader digital marketing ecosystem. Digital audio consumption has experienced substantial growth, with streaming music and podcast listening driving increased advertising opportunities across mobile and connected devices. The integration enables advertisers to leverage Amazon's extensive first-party data signals to optimize audio campaign performance while accessing premium inventory that maintains brand safety standards.

Amazon's strategic audio partnerships reflect the platform's expansion into comprehensive omnichannel advertising solutions. The company consolidated first-party advertising inventory across multiple owned properties in January 2025, enabling unified campaign management that reduces operational complexity for advertisers. This infrastructure supports the seamless integration of audio inventory alongside existing display, video, and connected television options within Amazon DSP.

SiriusXM Media's integration with Amazon DSP represents the latest expansion in programmatic audio capabilities. The AdsWizz Supply Side Platform facilitates the technical connection between SiriusXM's inventory and Amazon's demand-side platform, ensuring efficient ad serving and campaign optimization. This technical foundation enables real-time bidding on audio inventory while maintaining the targeting precision that Amazon DSP offers across other media formats.

The audio advertising market has gained increased attention from marketers seeking to reach consumers during daily activities including commuting, exercising, and working. Streaming audio platforms provide engagement opportunities that complement visual advertising formats, particularly for brand awareness and frequency campaigns. The combination of Amazon's audience insights with SiriusXM's content provides advertisers with enhanced targeting capabilities that go beyond traditional demographic parameters.

Programmatic guaranteed deals and preferred deal options will be available through the integration, providing advertisers with flexible purchasing mechanisms for SiriusXM Media inventory. These transaction types enable campaign planning with assured delivery alongside auction-based buying options that optimize for performance metrics. The flexibility supports different campaign objectives ranging from brand awareness to direct response goals.

The implementation will begin with select advertisers in Q4 2025, allowing for testing and optimization before broader availability. This phased approach ensures technical stability while gathering performance data that can inform future enhancements. Amazon Ads and SiriusXM Media will monitor campaign effectiveness and audience response to refine the integration based on real-world usage patterns.

Audio measurement capabilities within Amazon DSP will provide comprehensive campaign analytics including reach, frequency, completion rates, and conversion attribution. These metrics enable advertisers to evaluate audio campaign performance alongside other media channels within unified reporting dashboards. The measurement framework supports optimization decisions that improve return on advertising spend across omnichannel campaigns.

The integration occurs within a competitive environment where major streaming platforms have expanded their programmatic capabilities throughout 2024 and 2025. Platform partnerships enable advertisers to access premium content inventory through simplified activation processes while maintaining the targeting precision that programmatic advertising provides.

The collaboration between Amazon Ads and SiriusXM Media demonstrates the evolving nature of programmatic advertising partnerships. Rather than competing solely on individual platform capabilities, companies are focusing on ecosystem integration that provides advertisers with comprehensive solutions. This trend reflects advertiser demand for simplified campaign management across multiple media channels while maintaining access to premium inventory sources.

Technical implementation requires coordination between Amazon DSP's bidding infrastructure and AdsWizz's supply-side platform to ensure seamless ad serving. Real-time communication between platforms enables dynamic pricing and inventory allocation based on campaign parameters and audience targeting criteria. This technical foundation supports the automated optimization that programmatic advertising provides while maintaining the premium content standards that both Amazon and SiriusXM prioritize.

The partnership timing aligns with increased advertiser investment in programmatic solutions. Research from Comscore indicates 72% of marketers plan to increase programmatic advertising investment in 2025, with audio formats representing an expanding component of digital media budgets. The integration provides advertisers with additional programmatic audio options that complement existing streaming video and display advertising capabilities.

Timeline

• • September 16, 2025: Amazon Ads and SiriusXM Media announce programmatic audio integration
• • Q4 2025: Implementation begins with select advertisers for testing and optimization
• • Q4 2025: Netflix becomes available in Amazon DSP across 11 global markets
• • September 3, 2025: Kargo announces global integration with Amazon DSP for high-impact creative formats
• • August 8, 2025: The Trade Desk stock drops 38% following Q2 earnings addressing Amazon competition
• • June 2025: Amazon DSP launches Supply Desk consultative service in North America and Europe
• • August 1, 2024: Amazon introduces programmatic guaranteed deals for Prime Video advertising

Summary

Who: Amazon Ads and SiriusXM Media announced the strategic partnership, with Meredith Goldman from Amazon DSP and Sherene Hilal from SiriusXM serving as key executives. The integration affects advertisers using Amazon DSP who can now access SiriusXM Media's digital audio portfolio including Pandora and SoundCloud U.S.

What: A programmatic audio advertising integration that provides Amazon DSP users access to SiriusXM Media's 160 million monthly digital listeners through the AdsWizz Supply Side Platform. The offering includes streaming music inventory and will expand to the SiriusXM Podcast Network, enabling omnichannel campaigns with full-funnel measurement and AI-enhanced optimization capabilities.

When: The announcement occurred September 16, 2025, with implementation scheduled to begin with select advertisers in Q4 2025. The partnership will soon extend to podcast inventory, though specific timing for this expansion was not detailed in the announcement.

Where: The integration operates through Amazon DSP's global platform, providing access to SiriusXM Media's U.S. digital audio inventory including Pandora and SoundCloud. Technical implementation occurs via the AdsWizz Supply Side Platform that facilitates programmatic transactions between the platforms.

Why: The partnership addresses the gap between time spent with audio and advertising spend while providing advertisers with comprehensive omnichannel strategies. It combines Amazon's first-party shopping, streaming, and browsing insights with SiriusXM's premium audio content to deliver scale, precision, and audience-driven insights that brands require for effective programmatic audio campaigns.