Amazon DSP is partnering with iHeartMedia to integrate U.S. broadcast radio into its omnichannel advertising and measurement platform by 2027. The initiative aims to provide granular attribution for broadcast radio exposure alongside digital audio, podcasts, and connected TV to enable full-funnel performance tracking.
This partnership signals a shift toward treating traditional broadcast as a performance medium rather than just a top-of-funnel awareness tool. By integrating radio into the Amazon DSP, advertisers can finally observe how terrestrial audio exposure influences digital shopping behaviors on Amazon's retail platform. This move pressures competitors like Spotify and SiriusXM to further unify their own fragmented audio and video measurement stacks to prove cross-channel efficacy. As the streaming ecosystem becomes more crowded, the ability to demonstrate that audio plus video yields higher conversion rates will be critical for securing omnichannel budgets. Watch for the first pilot results in late 2026 to see if broadcast attribution matches the precision of digital audio.
As Amazon continues to refine its first-party data strategies, the integration of broadcast radio inventory represents a significant expansion of its retail media network capabilities. The growth of these platforms is further evidenced by how retail media scales across the broader industry, while programmatic radio ads continue to modernize traditional airwaves.
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