Amazon broadens programmatic audio access through strategic connection with SiriusXM's Demand-Side Platform (DSP)
Amazon DSP and SiriusXM Media have joined forces in a strategic partnership, aiming to bridge the gap between time spent with audio and advertising spend. The integration, announced on September 16, 2025, promises to provide advertisers with comprehensive omnichannel strategies, expanded reach, and increased scale.
The partnership combines Amazon's first-party shopping, streaming, and browsing insights with SiriusXM's premium audio content. This includes streaming music inventory and, soon, podcast inventory from the SiriusXM Podcast Network. The offering provides advertisers with access to SiriusXM Media's 160 million monthly digital listeners.
The integration enables advertisers to activate SiriusXM Media's streaming music portfolio via the AdsWizz Supply Side Platform. This seamless integration is made possible by Amazon DSP's sophisticated clean room technology, which brings advertisers and publishers closer together.
The partnership operates through Amazon DSP's global platform and the AdsWizz Supply Side Platform. This collaboration provides marketers using Amazon DSP access to SiriusXM Media's digital audio portfolio, including Pandora and SoundCloud U.S.
The integration enhances Amazon's audio advertising footprint, as Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024. The partnership provides advertisers with three primary capabilities: audience insights, full-funnel measurement, and easy integration into omnichannel strategies.
Research indicates that 72% of marketers plan to increase programmatic advertising investment in 2025, with audio formats representing an expanding component of digital media budgets. The partnership offers advertisers additional opportunities for scale and incremental reach, making it a significant move in the programmatic advertising landscape.
Key executives from both companies, Meredith Goldman from Amazon DSP and Sherene Hilal from SiriusXM, played pivotal roles in the partnership's formation. The exact timing for audio campaigns with SiriusXM Media to be accessible to all advertising customers within Amazon DSP has not been detailed, but the partnership is expected to extend to the SiriusXM Podcast Network in the near future.
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