Amazon & SiriusXM Media Join Forces to Revolutionize Programmatic Audio Ads

The audio advertising landscape is set for a significant transformation. Amazon Ads and SiriusXM Media have joined forces to launch a new programmatic audio advertising integration, giving marketers unprecedented access to SiriusXM Media’s expansive digital audio network, including Pandora and SoundCloud in the U.S. This collaboration signals a major shift in how brands can reach engaged listeners across streaming platforms.

Amazon DSP and SiriusXM Media programmatic audio advertising partnership illustration

Key Highlights of the Amazon–SiriusXM Media Partnership

  • Integration allows marketers to access SiriusXM Media’s 160 million monthly digital listeners.
  • Amazon DSP users can now activate premium audio inventory on Pandora, SoundCloud, and eventually SiriusXM Podcast Network.
  • Combines Amazon’s first-party data insights with SiriusXM’s audio content for more precise audience targeting.
  • Supports full-funnel measurement to link ad exposure to real business results.
  • AI-driven tools in Amazon DSP streamline campaign management and assessment.

Expanding the Reach of Audio Advertising

With the surge in digital audio consumption, advertisers are seeking smarter ways to engage listeners. By leveraging Amazon’s vast first-party data and SiriusXM Media’s premium content, brands can now reach the right audience at the right time.

Sherene Hilal, Chief Advertising Product Officer at SiriusXM, emphasized the significance of this collaboration:

“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.”

This integration ensures that advertisers can seamlessly incorporate audio into their omnichannel campaigns, aligning it with display, video, and other formats for a unified marketing strategy.

How the Integration Works

  1. Access via Amazon DSP: Advertisers can now buy audio inventory on Pandora and SoundCloud using the AdsWizz Supply Side Platform.
  2. Future Podcast Inclusion: Plans are underway to add SiriusXM Podcast Network content, broadening audience reach.
  3. Data-Driven Targeting: Amazon’s first-party insights enable precise targeting of high-intent consumers.
  4. AI-Powered Campaign Management: Amazon DSP’s AI tools allow for better planning, execution, and measurement of audio campaigns.

This combination of premium audio content and robust data analytics allows brands to optimize campaigns efficiently, ensuring maximum ROI.

Why This Partnership Matters

The audio advertising market has grown rapidly, but ad spend hasn’t always aligned with audience engagement. This partnership addresses that gap:

Meredith Goldman, Director of Amazon DSP, explained:

“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.”

Benefits for Advertisers

This partnership provides advertisers a one-stop solution for programmatic audio, improving efficiency and maximizing campaign effectiveness.

The Future of Programmatic Audio

As digital audio continues to dominate consumer attention, programmatic solutions like this become essential. The integration of Amazon DSP and SiriusXM Media sets a new benchmark for audio advertising by:

Sherene Hilal summarized the opportunity:

“This partnership marks a major step forward for programmatic audio, delivering the scale, precision, and audience-driven insights that brands need.”

Launch Timeline

The expanded programmatic audio access will roll out to select advertisers in Q4 2025, with wider availability expected in 2026. This phased approach ensures a smooth transition and allows advertisers to adapt strategies for maximum impact.

Conclusion

The Amazon–SiriusXM Media collaboration is a game-changer for audio advertising. By merging premium audio content with Amazon’s first-party data, marketers can now:

For brands looking to maximize ROI in a competitive digital landscape, this partnership offers unmatched opportunities to connect with consumers where they spend the most time—listening.

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