SiriusXM Media + Innovid: Advancing Audio in Media Mix Models

For some media companies, it’s about keeping up with innovation. For us, it’s about leading the change to deliver innovative solutions. And our partnership with Innovid—one of the most widely integrated ad servers in the industry—is one more way we’re doing exactly that. Together, we’re bringing better data around digital audio performance to media mix models (MMM) to help brands and advertisers better plan and evaluate their media investments.

When every marketing dollar counts, robust measurement solutions and clear evidence of ROI are a must. And digital audio delivers both—across the funnel. Now, through our partnership with Innovid, we’re taking steps to ensure that the measurable impact of streaming music and podcasts are accurately represented in MMMs.

Addressing the Issue with Audio in MMMs

As privacy legislation grows and identity signals shrink, advertisers are turning to media mix modeling. Nearly two in three US marketers (61.4%) are using MMMs to augment their measurement strategy in the future. And just over three in 10 of them (30.1%) trust MMM to most accurately determine key business drivers.

This trust is problematic when it comes to digital audio, which is frequently underrepresented in these models. And MMMs often operate without high-quality data inputs or active involvement from media platforms. Questionable data and outdated methodologies mean digital audio often shows up weakly (or not at all), which means models are not reflecting the real value of streaming audio and podcasts. 

We’re Partnering with Innovid for Better Media Models

Innovid offers the leading omnichannel adtech platform, making the company the right partner to help us level the playing field when it comes to audio and MMMs. This new collaboration will integrate audio into the same ad server that powers other popular media (like CTV, display, and social media). Innovid’s ad server is already integrated into the tools modelers, brands, and major agencies use. Our partnership will extend and improve impression tracking coverage and data delivery capabilities to enhance digital audio’s standing within models and prove its value.

With our Innovid integration, we’re bringing brands the same powerful measurement tools they already count on for video and display—with better visibility into how their audio ads are performing and how they’re driving results. Clients who already use Innovid for video can tap into this right away, or they can access it through our partnership. 

Empowering Advertisers with Data

This is a big win for advertisers, for modelers, and for the audio industry as a whole. As the popularity of MMMs continues to grow, our partnership with Innovid ensures digital audio is accurately included in media mix models (and getting the credit it deserves).

Here’s what advertisers can expect:

• Automated, granular data delivery that is ready for MMMs 

• Visibility across DMA, audience, product, placement, creative, reach, frequency, and more

• Cross-channel consistency, putting audio data on par with other media

• Seamless integration

Now, advertisers will get ad server-level transparency with digital audio, making it easier than ever to understand ad exposures and the path to conversion. 

Your Partner in Audio Measurement

We’re not just measuring audio—we’re redefining its value in your media mix. We wrote the (play)book on audio measurement, and this new partnership is the latest chapter in an ongoing story. We’re reshaping the way audio is measured, with data integrity, innovation, and scale in mind. Through strategic partnerships with industry leaders, we provide unbiased, best-in-class third-party reporting across the funnel. Whether it's streaming or podcasts, we’re committed to delivering more measurement across every touchpoint.

Ready for more effective (and completely measurable) campaigns? Let’s talk.

Learn More about Digital Audio Measurement