SiriusXM Media and LiveRamp Expand Audience Targeting and Campaign Management Solutions

Signal loss and fragmented identity solutions—these are the challenges causing major headaches for programmatic advertisers. Third-party cookies are fading and device IDs are less reliable, making it more challenging to reach audiences and measure campaigns across channels.

Well, we’ve got some good news: We’re addressing these challenges and streamlining audience targeting and campaign measurement in programmatic audio.

SiriusXM Media is expanding our partnership with LiveRamp to deliver a more scalable, interoperable identity solution for digital audio. This collaboration introduces a new framework for addressable audience targeting and advanced campaign measurement, allowing advertisers to better connect with addressable listeners across premium streaming audio environments. By integrating LiveRamp’s Authenticated Traffic Solution (ATS), we’re bringing greater consistency, precision, and scale to programmatic audio, unlocking new opportunities for advertisers.

This partnership is making audio a more authenticated, data-driven channel. Through the use of RampID—LiveRamp’s durable, interoperable identifier—advertisers can now reach addressable audiences across Pandora with improved accuracy.

Get to know our LiveRamp partnership

Our expanded integration with LiveRamp builds on a multi-phase evolution of identity capabilities. The initial phase introduced RampID to streaming and SiriusXM Media Podcast Network inventory, making previously unaddressable impressions targetable. Now, this expansion connects authentication with real-time activation and connects RampID to Pandora inventory, along with additional identifiers.

With Authenticated Traffic Solution, authenticated publisher data (like logged-in user information) is securely linked to RampID. This solution also supports multi-ID interoperability, allowing advertisers to work seamlessly with identifiers such as UID2, ConnectID, and CoreID. This flexibility ensures campaigns can run across different platforms without disruption, while improving match rates, audience scale, and campaign performance.

Understand the advertiser benefits

This partnership helps future-proof audio advertising. In a post-cookie world, stable, privacy-conscious identifiers are essential for maintaining addressability. By leveraging authenticated data and interoperable IDs, we’re ensuring that audio can deliver the same level of accountability and performance that advertisers expect from other digital channels.

For advertisers, this expanded solution offers the ability to activate addressable audiences across Pandora programmatic buys, measure performance using preferred identifiers, and maintain consistency across audio, CTV, and display environments. And improved match rates and identity resolution mean campaigns can reach more of the intended audience with greater precision. This reduces wasted impressions and drives stronger return on investment through better optimization and measurement.

Programmatic buyers also gain operational efficiency. Because RampID and other vendor-specific identifiers are already integrated into most major DSPs, activation requires no changes to existing workflows. Identity signals flow seamlessly across platforms, enabling faster campaign execution and more consistent cross-channel strategies.

We’re improving programmatic audio

This expanded LiveRamp partnership underscores our commitment to data and identity innovation. As the largest audio advertising ecosystem to partner with LiveRamp, SiriusXM Media is uniquely positioned to bring scale, quality, and performance together in a way that few others can.

By combining premium content and advanced identity solutions, we’re offering advertisers a powerful platform to reach engaged listeners with precision and confidence. The LiveRamp integration is just the latest milestone in our ongoing strategy to make audio more addressable, measurable, and effective at scale.

For advertisers navigating a complex and rapidly changing landscape, we deliver a clear advantage: A future-ready audio ecosystem built on trusted identity, seamless activation, and proven performance.

Let’s talk.

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