""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 of Amazon DSP at Amazon Ads, in a prepared statement. "Our relationship exemplifies our commitment to providing advertisers with unrivaled opportunity across all media channels, including audio, which has become an increasingly vital component of the consumer journey.""
""Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. The new partnership deals primarily with so-called \"programmatic\" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer.""
Amazon partnered with SiriusXM Media to make SiriusXM's streaming music channels and later podcasts available programmatically through Amazon's demand-side platform (DSP). The move follows similar Amazon alliances with Netflix and Disney that broaden programmatic inventory across video and streaming. The Amazon DSP integration enables advertisers to target audio listeners using Amazon's first-party audience insights and buy audio inventory algorithmically. The partnership aims to address abundant broadband-TV ad supply by offering a broader cross-channel programmatic marketplace, reducing ad duplication for consumers and improving ad effectiveness through more precise distribution.
Read at Variety
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