NEW YORK — SiriusXM Media has opened GroupM clients to a new audio-focused data clean room integration with LiveRamp, powered by Habu, thanks to an exclusive arrangement announced on Wednesday by the satellite and streaming-focused audio content creator and distributor.
The partnership, SiriusXM says, gives advertisers within the GroupM umbrella the ability to extend their data clean room strategies on streaming audio buys with Pandora and the SiriusXM Streaming Network.
“This new privacy-forward targeting solution will allow GroupM advertisers to seamlessly extend their existing clean room media strategies to include and eventually measure streaming audio buys within Pandora and the SiriusXM Streaming Network, in a security-enhanced environment for data collaboration,” a Sirius XM spokesperson explains. “With brands relying more on their own CRM data over third-party audiences, we’ve seen clean rooms grow across mediums like video and CTV, especially as privacy and security are increasingly important to brands and consumers alike. We’re excited to bring this solution to audio and offer more precise audience activation, as part of our overall efforts to make it easier to buy, target, and measure audio campaigns more effortlessly and on advertisers’ own terms.”
