Amazon Ads announced today that it has partnered with Global to bring commercial audio brands to Amazon DSP, the company’s demand-side platform.
The programmatic partnership integrates Amazon DSP directly with DAX, Global’s digital ad exchange, which offers programmatic and data capabilities and connects advertisers with an audience of more than 130m people worldwide.
It’ll bring Amazon’s trillions of shopping, streaming, and browsing signals together with Global’s millions of listeners, enabling advertisers to reach engaged audiences at scale with full-funnel measurement and attribution.
From today, advertisers in the UK will be able to access these audiences online, on mobile, via the Global Player app, and on smart speakers, including Alexa, through Amazon DSP.
Tom Streetley, director of commercial DAX audio at Global, said: “By combining the scale and reach of Global’s radio brands with audience signals from Amazon Ads, we’re giving advertisers the tools to reach millions of relevant listeners, confidently measure the impact of their digital audio investment, and provide clear proof of performance and business outcomes.”
It’s the latest in a series of partnerships that Amazon Ads has announced with entertainment platforms over the past year, such as Spotify, Netflix, Disney, SiriusXM, iHeartMedia, and Roku.
They have made their inventory available on Amazon DSP, making it a central hub for media buying and competing with other DSP platforms such as Google and The Trade Desk.
The integration is the latest collaboration between the two companies, which began with Global’s first audio ad on Alexa in 2017, and intends to make it easier for brands to reach relevant audiences at scale.
Global’s radio brands attracted more than 1bn listening hours in 2025 in the UK on Alexa, where listeners can live stream Capital, Heart, Classic FM, LBC, Smooth, Radio X, Capital XTRA and Gold Radio. They can also rewind and catch up on shows and browse thousands of podcasts and playlists.
Phil Christer, Amazon Ads’ managing director, UK, said: “By combining Global’s iconic audio brands, which reach millions of listeners throughout their day, with Amazon’s first-party signals, AI-powered tools, and measurement capabilities, we’re creating powerful new ways for advertisers to connect with engaged audiences at scale.”
Global’s podcast portfolio will also be available later this year, including The News Agents, hosted by the UK’s top journalists Emily Maitlis, Jon Sopel and Lewis Goodall, and My Therapist Ghosted Me with Vogue Williams and Joanne McNally.
Adwanted UK are the audio experts at the centre of audio trading, distribution, and analytics. We operate J‑ET - the UK’s trading and accountability system for both linear and digital radio. We also created Audiotrack, the country’s premier commercial audio distribution platform, and AudioLab, the single-point, multi‑platform digital audio reporting solution delivering real‑time insight.
To scale up your audio strategy,
contact us today.
