Advertisers can now reach Global’s commercial audio brands’ audiences through Amazon DSP for the first time via a new integration with the company.
The agreement connects Amazon DSP with Global’s DAX platform, giving access to major commercial radio brands and expanding into podcasts later this year. It brings together Amazon’s data signals with Global’s audio audiences for campaign targeting and measurement.
Advertisers in the UK can buy inventory across Global’s digital audio output, including online, mobile, the Global Player app and smart speakers.
This includes listening via Alexa, where Global says its brands generated more than one billion hours of listening last year.
The companies say the integration allows advertisers to reach listeners across different environments while tracking performance through to outcomes. It builds on an existing relationship that began with Global’s first audio advertising on Alexa in 2017.
Phil Christer, Managing Director for UK at Amazon Ads, said the partnership creates “powerful new ways for advertisers to connect with engaged audiences at scale”.
Tom Streetley, Director of Commercial DAX Audio at Global, said the deal gives brands the ability to reach “millions of relevant listeners” and measure the impact of their digital audio investment.
Global’s podcast catalogue is expected to be added later this year. This will include titles such as The News Agents, My Therapist Ghosted Me and the Formula 1 podcast Up To Speed.
