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Amazon and Dax, the digital audio arm of the U.K. media firm Global Media Group, plan to unveil an audio advertising partnership in the U.K. next month, according to a deck obtained by ADWEEK.
The tie-up, shared earlier this month at a closed-door presentation for media buyers, would let brands layer Amazon’s first-party retail signals onto Global’s audio inventory, including its network of radio stations and streaming properties.
An Amazon Ads spokesperson declined to confirm the deal, saying the company has “nothing to share at this time.” Global did not respond to a request for comment.
The partnership, branded as a collaboration between DAX and Amazon Ads, would be billed as a first of its kind in the U.K. audio market.
The deal, while exceptional in some aspects, is best understood as the latest in a series of such partnerships that Amazon has inked in order to grow the market share of its demand-side platform, ADSP.
In October, Spotify opened its streaming audio and video inventory to Amazon’s DSP across the U.S., U.K., Canada, and several other markets.
SiriusXM followed shortly after, integrating with Amazon Ads to let brands pair its first-party signals with SiriusXM’s streaming and podcast inventory. In November, iHeart came aboard, with Amazon DSP gaining access to iHeart’s streaming audio portfolio, with broadcast radio inventory set to follow.
