Amazon Ads and Global have today announced a programmatic integration that will allow advertisers using Amazon DSP to buy ads against stations such as Heart, Capital and Smooth.
The integration links Amazon DSP with Global’s digital advertising exchange, DAX, combining Amazon’s first-party data signals with Global’s listener data. The companies say this will allow campaigns to be targeted across audio environments at scale, with measurement and attribution capabilities across the full marketing funnel.
‘By combining Global’s iconic audio brands, that reach millions of listeners throughout their day, with Amazon first-party signals, AI-powered tools, and measurement capabilities, we’re creating powerful new ways for advertisers to connect with engaged audiences at scale,’ said Phil Christer, managing director UK at Amazon Ads.
From launch, advertisers will be able to reach audiences across Global’s digital platforms, including online streaming, the Global Player app, and smart speakers such as Alexa. The platforms also provide access to live radio, catch-up content, playlists and podcasts.
The deal builds on existing commercial ties between the two companies, which began in 2017 when Global delivered its first audio advertising through Alexa.
Global’s podcast inventory is expected to be added to the offering later in 2026, including titles such as The News Agents, My Therapist Ghosted Me, and a new Formula 1 programme, Up To Speed.
