Amazon Ads, Global integrate UK audio advertising

Amazon Ads and Global have announced a programmatic integration that connects Amazon DSP with Global’s digital advertising exchange, DAX, giving advertisers expanded access to premium UK audio inventory.

The partnership enables advertisers to reach audiences across Global’s commercial radio brands, including Heart, Capital, and Smooth, through Amazon DSP. The integration combines Amazon’s audience and shopping signals with Global’s listener data to support full-funnel advertising and measurement.

Expanded access to UK audio audiences

Through the integration, advertisers in the United Kingdom gain programmatic access to Global’s audio inventory across streaming platforms, mobile apps, and smart speakers, including Alexa-enabled devices.

Global’s radio portfolio reached more than 1 billion listening hours in 2025 via Alexa, with users engaging with live radio, catch-up content, podcasts, and playlists across brands such as Capital, Heart, Classic FM, LBC, Smooth, Radio X, Capital XTRA, and Gold Radio.

Phil Christer, managing director UK, Amazon Ads: "By combining Global’s iconic audio brands, which reach millions of listeners throughout their day, with Amazon first-party signals, AI-powered tools, and measurement capabilities, we’re creating powerful new ways for advertisers to connect with engaged audiences at scale. Amazon DSP now offers advertisers extensive reach across premium audio in the UK, setting a new standard for how brands plan, activate, and measure audio advertising."

Building on long-term collaboration

The integration extends a relationship that began in 2017 when Global delivered its first audio advertising on Alexa. The companies say the collaboration aims to improve ad relevance and measurement across digital audio environments while simplifying access to premium inventory.

Tom Streetley, director of commercial DAX audio at Global: "Global’s radio brands are the most listened to on smart speakers. Building on a long history of innovation with Amazon and Alexa, this programmatic partnership is another positive collaboration. 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."

Podcast inventory to be added

Global’s podcast catalogue is also set to be included in the integration later this year, expanding advertiser access to additional digital audio content. The portfolio includes shows such as The News Agents, My Therapist Ghosted Me, and a new Formula 1-focused programme featuring presenters from motorsport and broadcasting backgrounds.

The partnership reflects a broader shift toward programmatic buying in digital audio, with increased emphasis on data-driven targeting and cross-platform measurement.

advertising.amazon.com

www.global.com

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