"The relationship will enable more programmatic capabilities, including for advertisers that want to use programmatic guaranteed deals and private marketplaces to transact on SiriusXM inventory. The integration also greatly expands the audio footprint of Amazon's AI-based ad products. Previously, an advertiser could choose to target SiriusXM's streaming music portfolio, which includes Pandora, but it would be campaign-specific and usually exclusive to streaming audio supply."
"Also new is that SiriusXM is now uploading its first-party data to Amazon's publisher cloud suite, Goldman said. From there, it's much easier to attribute streaming listeners to eventual Amazon sales, which is a sweetener to access this inventory via Amazon DSP versus another platform, she added. The new Sirius partnership also extends Amazon's AI-based product, called Performance Plus, to this large outside pool of audio supply. Amazon has owned-and-operated streaming audio and podcasting ads of its own, including Amazon Music and Kindle."
Amazon DSP expanded its integration with SiriusXM to enable programmatic guaranteed deals and private marketplaces for SiriusXM inventory. Advertisers gain improved targeting options and enhanced analytics for streaming audio. SiriusXM is uploading first-party data to Amazon's publisher cloud suite to simplify attribution of streaming listeners to Amazon sales. SiriusXM campaigns can now be mixed into larger omnichannel campaigns instead of being campaign-specific. Amazon's Performance Plus AI ad product now covers SiriusXM's audio supply, increasing Amazon's AI-based ad footprint across both owned and third-party streaming audio and podcast inventory.
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