iHeartMedia has expanded its advertising relationship with Amazon Ads, giving advertisers broader access to Amazon’s audio and video inventory while adding Amazon’s first-party shopping and streaming signals to iHeartMedia’s digital platforms.
Under the expanded agreement, iHeartMedia will serve as a local reseller for Amazon Ads inventory across Prime Video, Twitch, Amazon Music, Fire TV and Alexa. The companies also will enable iHeartMedia customers to use Amazon DSP, allowing advertisers to leverage Amazon’s authenticated shopping, browsing and streaming signals across iHeart’s owned-and-operated digital properties on both local and national campaigns.
The integration will extend across iHeartMedia’s digital audio, podcasts, creator-led content and other digital inventory, providing advertisers with a unified platform to execute multi-channel campaigns at scale.
iHeartMedia said incorporating Amazon’s first-party signals into its premium inventory will improve audience planning, targeting and campaign measurement by using real shopping insights to deliver more relevant advertising.
“Advertisers are increasingly looking for media solutions that combine scale, intelligence and simplicity across channels,” said Lisa Coffey, Chief Business Officer for iHeartMedia. “By combining Amazon Ads’ shopping insights and advertising technology with iHeart’s audio leadership, we’re creating a more seamless, data-informed way for brands to create more effective campaigns across sound and sight.”
Jenn Donohue, Head of Local Ad Sales for Amazon Ads, said the expanded relationship creates new opportunities for brands to reach consumers across “more screens and speakers” while making it easier to activate campaigns across premium audio and streaming environments with enhanced planning, targeting and performance capabilities.
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