iHeartMedia expands Amazon Ads partnership to merge audio inventory with performance marketing

iHeartMedia is deepening its advertising partnership with Amazon Ads, extending collaboration across its audio and video inventory in an effort to integrate broadcast media more tightly with performance-driven digital advertising.

The expanded relationship builds on earlier integrations between the two companies and introduces more advanced capabilities for advertisers seeking to connect streaming audio campaigns with Amazon’s retail and commerce data signals. The companies said the updated framework is designed to improve measurement and attribution across audio environments, where performance tracking has traditionally been more limited compared to digital display and social channels.

Under the new arrangement, advertisers using Amazon Ads will be able to access iHeartMedia’s extensive audio network, which spans streaming radio, podcasts, and digital audio content. The integration also extends to selected video inventory, allowing campaigns to run across multiple media formats within a unified buying structure.

A key focus of the partnership is linking audio exposure to downstream consumer behavior. By leveraging Amazon’s shopping and purchase insights, advertisers can better connect ad exposure on iHeartMedia platforms with actual retail outcomes, including product discovery and conversion events. This creates a more direct performance feedback loop for audio advertising, a format that has traditionally been evaluated using brand lift and reach metrics.

The collaboration reflects a broader shift in the advertising industry toward performance-based audio buying. As digital audio consumption grows, advertisers are increasingly demanding measurement tools that align audio impressions with conversion-driven marketing strategies, rather than treating audio as a purely upper-funnel channel.

iHeartMedia has been expanding its digital advertising capabilities in recent years, positioning its streaming and podcast inventory as part of a broader programmatic ecosystem. The partnership with Amazon Ads further integrates its inventory into large-scale performance marketing systems already used across retail media and connected advertising channels.

For Amazon Ads, the deal extends its influence beyond its owned retail environment, allowing it to incorporate external audio inventory into its broader advertising network. The integration supports advertisers looking to maintain consistent targeting and measurement across both Amazon-owned properties and third-party media channels.

The companies did not disclose financial terms of the expanded agreement. However, the partnership signals continued convergence between traditional audio publishers and retail-driven advertising platforms as both sides seek to strengthen attribution capabilities across increasingly fragmented media consumption habits.