Amazon DSP broadcast radio integration targets full-funnel attribution by 2027
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.
Key Takeaways
- Initial infrastructure development is underway with iHeartMedia, targeting a broader U.S. commercial radio rollout in 2027.
- Internal studies show adding audio to video campaigns increases reach by 50% to 60% and drives double-digit growth in new-to-brand activity.
- The platform will integrate broadcast data with existing inventory from AdsWizz, Triton Digital, Magnite, and Spotify.
- SiriusXM is expected to join the omnichannel measurement mix as part of the 2027 expansion phase.
Why It Matters
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.
Read full article at insideradio.com
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