Amazon is dialing up its DSP in pact with SiriusXM 

Amazon Ads is continuing its expansion across streaming and audio ads, as the e-commerce giant accelerates its rivalry with incumbents in the programmatic advertising sector, through a deal between its demand-side platform and SiriusXM. 

Earlier today, the duo announced advertisers buying through Amazon’s DSP will be able to access SiriusXM Media’s streaming portfolio — an audience of more than 160 million listeners, including Pandora and SoundCloud in the U.S., with podcasts set to follow – making it the largest audio partner to plug into Amazon’s DSP. 

The pitch to buyers is straightforward: pair SiriusXM’s streaming and podcast inventory with Amazon’s first-party commerce and media signals, then fold audio into broader omnichannel strategies that already include display, video, and connected TV, via the AdsWizz supply-side platform. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.