April 22 - SiriusXM said on Wednesday it has entered into an agreement with Alphabet’s YouTube to serve as YouTube’s exclusive audio advertising sales partner in the United States.
The pact positions SiriusXM Media to sell audio ad placements drawn from YouTube’s growing pool of podcast, music and talk-listening audiences. YouTube, seeking to further monetize its expanding audio consumption, will make that inventory available through SiriusXM Media to advertisers.
Under the agreement, advertisers will be able to buy YouTube audio ads in tandem with SiriusXM Media’s existing suite of audio inventory. That includes placements across SiriusXM channels, Pandora, and the company’s podcast and streaming networks, offering a combined buying option through a single partner.
Technical support for ad purchasing and delivery will be supplied by the AdsWizz ad technology platform, which will power the mechanics of buying and serving audio ads under the partnership.
Romana Pawar, senior director of product for YouTube Ads, commented on the collaboration: "By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments." The companies said the new buying option is expected to be launched this fall.
The announcement highlights YouTube’s push to broaden ad opportunities beyond its long-established video advertising business by tapping listeners of music and podcasts. Through SiriusXM Media, advertisers will gain access to audio-advertising inventory sourced from YouTube alongside the seller’s existing channels.
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Summary of the agreement:
- SiriusXM will be the exclusive U.S. sales partner for YouTube audio ads.
- Inventory covered includes podcasts, music, and talk content from YouTube.
- Advertisers can buy YouTube audio ads alongside SiriusXM Media’s current inventory - including SiriusXM, Pandora, and podcast/streaming networks.
- AdsWizz will provide the ad buying and delivery technology.
- The new buying option is expected to launch this fall.