Audio giant SiriusXM has inked a partnership with Amazon that will allow advertisers to buy ads across its properties and media types programmatically through Amazon’s demand-side platform, or DSP.
The partnership, announced Tuesday, will begin with SiriusXM’s streaming music portfolio, including Pandora and SoundCloud U.S. It will extend to the company’s podcast network, starting with select advertisers, in the fourth quarter of this year.
The integration is likely to be a welcome one for enterprise advertisers, as they will be able to tailor their campaigns based on Amazon’s trillions of first-party data signals on how consumers shop, browse, and stream media—combined with SiriusXM’s own first-party listener data.
