YouTube partners with SiriusXM for audio ads on podcasts and more

YouTube is turning to SiriusXM, an expert in the field, to deliver enhanced ads for its audio-first content such as podcasts.

Shared inside press releaseSiriusXM is now the exclusive advertising representative of YouTube audio ad inventory in the US market. In other words, SiriusXM will sell ads for audio-first content on YouTube.

The deal starts this fall, and advertisers can buy “guaranteed audio ad impressions against YouTube audiences.” Diversity explains. The press release adds:

Starting this fall, advertisers will be able to deliver guaranteed audio ad impressions to YouTube’s high-value audience directly through SiriusXM Media for the first time. Brands can now reach YouTube’s vast, next-generation and highly engaging audience wherever they purchase SiriusXM Media’s leading portfolio of ad-supported audio inventory, providing a seamless buying experience powered by AdsWizz Inc.’s ad technology platform. As audio continues to be a constant companion to consumers throughout the day, from work to work hours, this deal allows brands to reach valuable audiences who are more inclined toward audio-first behaviors and content on YouTube during high-profile moments.

SiriusXM Media also controls Pandora, which has plenty of experience in audio advertising.

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For the end user, the changes should not be very noticeable. Ads already play during audio-first content on YouTube, but with SiriusXM taking over, you can hear ads that sound less like ads on the rest of YouTube and more like what you’d find on other audio-first platforms.