SiriusXM has announced a significant new audio advertising partnership with Google, bridging YouTube’s massive content ecosystem with one of North America’s largest audio ad platforms. Under the agreement, SiriusXM Media—the advertising arm representing SiriusXM, Pandora, and various podcast networks—will serve as the exclusive advertising representative for YouTube audio advertising inventory in the U.S. This collaboration marks the first time advertisers can access guaranteed audio impressions at scale on YouTube with sophisticated targeting and measurement.
Exclusive Representation: SiriusXM Media is now the sole U.S. ad representative for YouTube’s audio advertising inventory.
Guaranteed Scale: Advertisers gain access to guaranteed impressions across YouTube’s podcasts, talk shows, and music.
Massive Reach: The partnership extends SiriusXM Media’s reach to 255 million monthly listeners, covering nearly 90% of the U.S. population aged 13+.
High-Intent Targeting: Brands can target "audio-first" behaviors, such as users listening via smart speakers or mobile devices.
Tech Integration: The buying experience is powered by the AdsWizz Inc. ad tech platform for seamless execution.
Fall Launch: Direct purchasing of YouTube audio ad impressions through SiriusXM Media is scheduled to begin this fall.
YouTube has evolved into a primary destination for listeners, with more than 212 million monthly users in the U.S. engaging in audio-first environments. By partnering with SiriusXM Media, Google aims to simplify the process for brands to tap into these high-attention moments. The partnership allows marketers to buy YouTube audio ads in the same place they purchase SiriusXM’s leading portfolio of ad-supported audio, ensuring a more cohesive and efficient media buying strategy.
"Audio is one of the most powerful mediums for listeners, creators, and advertisers alike, and at SiriusXM Media, we're proud to be at the forefront helping brands harness that impact at scale," said Scott Walker, SiriusXM's Chief Advertising Revenue Officer. "By partnering with YouTube, a true leader in ad-supported content consumption, we're uniting our unique skillset with their audience, creating an unparalleled opportunity for marketers and creators to grow their businesses."
The deal is built on a "partner-first" commitment to an open audio advertising ecosystem. By leveraging the targeting capabilities of AdsWizz, SiriusXM Media provides incremental reach and best-in-class measurement across every major audio touchpoint. This ensures that brands can engage with the next generation of listeners in premium, brand-safe environments while they commute, work, or consume content throughout the day.
"YouTube has become a primary destination for audio-first content, where fans engage with their favorite podcasts, music, and creators," said Romana Pawar, Senior Director of Product, YouTube Ads. "By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments."
About Sirius XM Holdings Inc.
SiriusXM is the leading audio entertainment company in North America with a portfolio of audio businesses including its flagship subscription entertainment service SiriusXM; the ad-supported and premium music streaming services of Pandora; an expansive podcast network; and a suite of business and advertising solutions. SiriusXM offers a broad range of content for listeners everywhere they tune in with a diverse mix of live, on-demand, and curated programming across music, talk, news, and sports.
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