By Carl Wartzack, CEO, WBX
Amazon Ads continues to prove it’s not just building an ad network. In fact, it’s building an omnichannel ecosystem.
The latest example? A newly expanded partnership with iHeartMedia, which will soon bring streaming audio, podcasts, and broadcast radio into the Amazon DSP (demand-side platform). This move strengthens Amazon’s position as a full spectrum advertising platform, now reaching audiences across shopping, streaming, video, and sound.
Audio Joins the Amazon Ecosystem
Through this integration, advertisers using Amazon DSP can now buy audio inventory programmatically across iHeartMedia’s streaming portfolio, including iHeartPodcasts and its extensive broadcast network.
By 2026, the partnership will extend to include iHeart’s 860+ radio stations, giving Amazon DSP access to the largest audio footprint in the United States. For advertisers, that means campaigns can now include audio placements alongside video, display, and retail media, all within one unified platform.
As Meredith Goldman, Director at Amazon Ads, explained, the partnership gives brands “simplified campaign management and unique measurement capabilities,” making it easier to connect with audiences across their full journey.
Making Radio Measurable
This partnership isn’t just about reach. It’s about reinventing radio for the digital age.
As Liz Coffey, Chief Business Officer at iHeartMedia, noted, “This partnership is another step in making broadcast radio behave like digital media — addressable, measurable, and available programmatically.”
That statement captures the shift perfectly. Historically, audio and radio were considered upper-funnel channels, meaning they were great for awareness but difficult to measure or optimize. Now, with Amazon DSP’s first-party data and advanced attribution, advertisers can connect audio exposure directly to outcomes like web visits, cart additions, and even conversions.
The WBX Perspective: Omnichannel Is the New Baseline
At WBX, we see this partnership as a clear signal: the lines between media channels are disappearing.
Amazon’s DSP is evolving into a true omnichannel command center, one where advertisers can buy, optimize, and measure campaigns across video, display, retail, and now audio with unified precision.
For brands, this is an opportunity to reach customers in the moments that matter most, whether they’re streaming a podcast, watching Prime Video, or shopping on Amazon.
It’s also a challenge: success will depend on having integrated data, agile planning, and a performance mindset that spans every channel.
The convergence of Amazon Ads and iHeartMedia shows where the market is headed – toward a connected ecosystem where media isn’t just bought, it’s orchestrated.
In short, Amazon is turning the fragmented world of advertising into a unified system: one platform, one dataset, and one customer journey.
And audio is the next major piece of that puzzle.
Ready to Activate Amazon DSP Audio Advertising?
If you’re looking to leverage Amazon DSP audio ads, iHeartMedia advertising inventory, or full-funnel omnichannel strategies, WBX Commerce can help you turn this new opportunity into measurable growth. Our team specializes in Amazon advertising strategy, Amazon DSP campaign management, and data-driven audience targeting that connects upper-funnel channels like audio directly to real performance outcomes. Whether you’re exploring programmatic audio advertising, expanding beyond traditional Amazon Sponsored Ads, or building a fully integrated media strategy, WBX is your partner for scalable results. Contact WBX Commerce today to start building smarter, more connected campaigns.