Amazon is expanding⁤ its programmatic advertising capabilities⁣ to include audio, announcing a partnership with SiriusXM Media on Tuesday, September 10,⁤ 2024. This collaboration allows advertisers utilizing Amazon’s demand-side platform (DSP) to purchase programmatic advertising⁢ inventory ⁣directly from SiriusXM, mirroring similar ⁢recent alliances forged by other media companies. Amazon recently announced a similar agreement with Disney, signaling a broader strategy to enhance its advertising reach.

the Rise of Programmatic audio

Programmatic ⁢audio advertising is gaining traction as brands seek more targeted and efficient ways to⁤ reach listeners. Unlike traditional radio advertising, programmatic allows for real-time bidding on ad inventory, enabling advertisers to target specific demographics, interests, and behaviors. This partnership aims‍ to ⁢deliver⁤ the “scale, precision, and audience-driven insights that brands need,” according to statements released by both companies.

How the Partnership Works

Advertisers using Amazon’s DSP can now ‍access SiriusXM’s audio inventory programmatically. This ⁣means they can leverage amazon’s ⁣data and targeting capabilities to reach SiriusXM’s audience with relevant⁢ ads. The integration streamlines the ad-buying process and provides advertisers with greater control over their campaigns. The deal ⁤builds on Amazon’s⁢ existing success in programmatic video ‍advertising, where it has secured⁢ numerous deals to sell ads⁣ against top video content.

Programmatic Advertising Spend: A Growing Market

The⁣ programmatic⁤ advertising market continues to grow rapidly. According to Statista, U.S. programmatic advertising spending is projected to reach $118.10 billion in 2024.⁢ While audio represents a smaller portion of this overall spend, it is indeed experiencing⁣ significant growth ‍as⁢ more advertisers recognize its potential.