Our Adtech Is Transforming Digital Audio Advertising

Successful campaigns are built with audio—we had a whole event about it. 

The fact is, day after day, hour after hour, moment after moment, audio is omnipresent in our lives. From what plays in the car as we travel near and far, to the songs and shows that move and motivate us through our routines, to the sounds that calm and soothe us, to the anthems that make celebrations shine brighter, audio is more than media.

Despite this, advertising investments have lagged behind audience usage. Americans spend 21% of their media time with audio, yet it only receives 4% of media budgets. But we’re working to change that.

We’re making audio advertising more effective, efficient, personal, targeted, and measurable than ever before.

The Connected Car: A New Digital Frontier 

Today, SiriusXM is available in over half of the 300 million cars in the US. The future of the consumer experience is already hitting the road. By 2030, 90% of cars will look like this. They will be as personal, as connected as a mobile experience with surround sound.

Behind the wheel, SiriusXM technology is redefining in-vehicle entertainment. This isn’t just a broadcast signal—it’s a truly connected, digital-first experience, co-developed with the world’s largest automakers.

Imagine this:

• Your car automatically picks up a podcast right where you left off on your morning run.

• It makes personalized recommendations based on your commuting preferences (your favorite team’s sports talk, or your go-to music station).

• It seamlessly transitions back home, serving up the latest news updates as you cook dinner.

This digital connection in the car is transforming into an experience as seamless as your smartphone, backed by in-car listening data. That means we’re not just personalizing listening; we’re creating more natural, more relevant ad experiences. And with SiriusXM Play, our first low-cost, ad-supported tier, we’re unlocking even more opportunity.

Drive-time listening is still dominated by radio, but with innovations in identity, data, targeting, and more, we’re poised to redefine in-car advertising for a new generation of listeners—and advertisers

The Most Advanced Advertising Ecosystem in Audio

We know advertisers face challenges: audience fragmentation, competition for attention, privacy regulations, and demands for measurable ROI. That’s why our adtech roadmap is built on three principles: powerful, simple, measurable.

Powerful Ad Experiences

Power comes from data and identity. With 170M listeners generating billions of transactions a year, we’ve been hard at work re-designing audio for digital.

We’re obsessed with understanding who and how people are listening, and we share that data back in the systems your tech teams already own and operate. That means you can target a runner with inspirational talk, a dad streaming with his family, or a young professional in the car—each with a tailored message. And the future is even brighter: interactive in-car ads with clickable buttons will soon take connected car ad experiences to the next level. 

This isn't just about targeting people across three different platforms. This is about unlocking our data for you to understand exactly where your customer is, what they care about, and talking to them in that moment.

Simplified Buying

Scale can be complex, but we’re making it simple. We’re consolidating all our inventory—SiriusXM, our streaming network, and our podcast network—into a single digital ad-serving platform. One transaction, one seamless buy.

Our network is also available programmatically through big players like The Trade Desk and now the Amazon DSP, combining our highly addressable audio scale with Amazon’s commerce-powered precision.

Measurable Results

Traditional audio has always been hard to measure—but not anymore. We’re investing in advanced R&D, including our cross-platform ads data feed, which automates reporting directly into planning and modeling platforms.

Our partnership with Innovid brings transparent SiriusXM Media data into your MMMs, delivering more accurate ROI modeling. And in collaboration with the IAB Tech Lab, we’re working to set new industry standards for audio measurement.

The results speak for themselves: While audio was once perceived as last in ROI, real-world modeling now places it second only to social media.

Build Your Next Campaign with Audio

With these innovations, SiriusXM Media is giving advertisers what they need from audio:

• Precision targeting powered by data and identity

• Personalized experiences that match context, device, and listener behavior

• Simple buying that consolidates inventory across platforms

• Measurable ROI that proves audio’s true value in the media mix

A connected car. A unified ad platform. A measurable ecosystem at scale. This is how we’re transforming audio into the most powerful channel in digital media.

It’s time to build your strategy with audio. Let’s talk.

Build Your Next Success with Audio