Amazon plans first U.K. audio ad partnership with DAX to layer retail data onto British radio inventory

Amazon and DAX, the digital advertising platform of U.K. media firm Global Media Group, plan to unveil an audio advertising partnership next month that will let brands apply Amazon's first-party retail signals to Global's inventory of radio stations and streaming properties, according to a deck obtained by Adweek. The deal marks Amazon's first data-enriched audio partnership with a UK-native firm, extending a strategy it has already executed with Spotify, SiriusXM, and iHeart in the U.S. to grow the market share of its demand-side platform, ADSP. Global brought in roughly $1.1B in annual revenue in the year ending March 2024, making the tie-up a meaningful foothold for Amazon in European audio as it pursues parallel data partnerships across connected TV with Roku, Disney's DRAX, and Netflix.