Amazon and SiriusXM increase access to programmatic audio via strategic integration within Demand-Side Platforms
On September 16, 2025, Amazon Ads and SiriusXM Media announced a strategic partnership in programmatic audio advertising. This collaboration will enable companies using Amazon's Demand-Side Platform (DSP) to access SiriusXM's streaming and podcast inventory, combined with Amazon's first-party insights.
The integration will initially provide marketers using Amazon DSP access to SiriusXM Media's extensive digital audio portfolio, including Pandora and SoundCloud U.S. The offering includes streaming music inventory and will soon extend to the SiriusXM Podcast Network.
This partnership marks the first time brands can seamlessly reach SiriusXM Media's 160 million monthly digital listeners through Amazon's demand-side platform. It addresses the growing importance of programmatic audio advertising within the broader digital marketing ecosystem and the gap between time spent with audio and advertising spend.
Amazon DSP, with its unique first-party insights and sophisticated clean room technology, brings advertisers and publishers closer together. Real-time communication between platforms enables dynamic pricing and inventory allocation based on campaign parameters and audience targeting criteria.
The technical implementation of the integration requires coordination between Amazon DSP's bidding infrastructure and AdsWizz's supply-side platform. The integration enables seamless ad serving for the programmatic audio advertising.
The partnership also provides full-funnel measurement and AI-enhanced optimization capabilities for omnichannel campaigns. Research from Comscore 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 implementation will begin with select advertisers in Q4 2025. The partnership addresses the growing need for comprehensive omnichannel strategies, providing advertisers with the opportunity to reach a vast audience across multiple platforms.
Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024. With this partnership, Amazon DSP users will have access to even more premium audio content, enhancing their advertising capabilities.
The integration provides programmatic guaranteed deals and preferred deal options, further strengthening the partnership's potential for success. As the world of digital advertising continues to evolve, this partnership between Amazon Ads and SiriusXM Media is set to redefine the landscape of programmatic audio advertising.
