SiriusXM becomes exclusive audio ad rep for YouTube in US

SiriusXM (NASDAQ: SIRI) announced a partnership with Google that makes SiriusXM Media the exclusive advertising representative for YouTube's audio advertising inventory in the United States. The agreement will provide advertisers access to guaranteed impressions and targeting capabilities for YouTube's audio-first content.

Under the partnership, SiriusXM Media will represent YouTube alongside its existing portfolio that includes SiriusXM, Pandora, and various streaming and podcast networks. The company stated that advertisers will be able to purchase guaranteed audio ad impressions against YouTube audiences starting this fall.

"Audio is one of the most powerful mediums for listeners, creators, and advertisers alike, and at SiriusXM Media, we're proud to be at the forefront helping brands harness that impact at scale," said Scott Walker, SiriusXM's Chief Advertising Revenue Officer.

YouTube's Romana Pawar, Senior Director of Product for YouTube Ads, said the partnership aims to make it easier for advertisers to reach audiences during audio-first content consumption, including podcasts, talk shows, and music.

According to a study from SiriusXM Media and Edison Research, more than 212 million monthly listeners in the US engage with audio-first content on YouTube. The partnership will utilize AdsWizz's advertising technology platform to facilitate the buying process.

SiriusXM Media reports it now offers access to 255 million monthly listeners, representing nearly 90% of the US population aged 13 and older. The company described the partnership as part of its strategy to connect advertisers with audio content across multiple platforms.

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