“We’re making audio more measurable, targetable, and performance-driven through identity-based tools, large-scale audience reach, and major partnerships.”
That’s how the nation’s satellite radio operator describes its new expanded relationship with LiveRamp, one designed to support “scalable identity solutions” across programmatic audio for both advertisers and publishers.
With the new agreement, SiriusXM Media and AdsWizz become one of the largest audio advertising ecosystems to work with LiveRamp, bringing “scaled access to authenticated audio audiences.”
As SiriusXM sees it, the integration of LiveRamp’s Authenticated Traffic Solution (ATS) gives its advertisers the opportunity to use RampID — its interoperable identifier currently available across SiriusXM Media’s streaming and podcast inventory — alongside other identifiers.
“Now, advertisers can more precisely match addressable listeners across streaming inventory, including Pandora, with multi-ID compatibility, resulting in improved match rates, more effective optimization, and better ROI,” SiriusXM said. “This solution can enhance targeting and measurement across devices, and support greater cross-platform consistency for advertisers.”
Sherene Hilal, Chief Ads Product Officer at SiriusXM, commented, “Premium audio environments generate powerful intent signals, but have historically remained disconnected from media activation and transaction-level measurement. Our RampID-enabled framework empowers advertisers to connect with addressable audiences more precisely, while helping publishers drive stronger monetization and access deeper demand with identity at the forefront. As we look to put audio on every media plan, this relationship reflects our commitment to proving audio’s effectiveness with the most ubiquitous IDs—elevating the medium to the same level of consideration as search and other channels.”
