Global’s audio brands now available to advertisers using Amazon DSP

Amazon Ads and Global have announced a programmatic integration giving advertisers using Amazon DSP access to Global’s commercial audio brands.

The deal connects Amazon DSP directly with Global’s DAX platform, allowing campaigns to run across digital audio, mobile, Global Player and smart speakers including Alexa.

It combines Amazon’s shopping, streaming and browsing data with Global’s audience reach, giving advertisers a clearer way to target listeners and measure results across campaigns.

Global says its radio brands delivered more than one billion listening hours on Alexa in the UK last year, where listeners can live stream Capital, Heart, Classic FM, LBC, Smooth, Radio X, Capital XTRA and Gold Radio, rewind and catch up on shows, and browse thousands of podcasts and playlists.

Phil Christer, Managing Director UK at Amazon Ads, said: “Amazon DSP now offers advertisers extensive reach across premium audio in the UK, setting a new standard for how brands plan, activate, and measure audio advertising.”

Tom Streetley, Director of Commercial DAX Audio at Global, said the partnership builds on years of collaboration with Amazon and Alexa, adding new ways for advertisers to reach audiences and assess performance.

Global’s podcast catalogue, including The News Agents and Up To Speed, will be added to the integration later this year, extending inventory available through Amazon DSP.