The audio audience keeps growing, and it keeps spreading out. More than 167M Americans listened to a podcast last month, across more apps, devices, and platforms than any single buying process covers. The audience isn’t the hard part. Reaching all of it through one door is, because until recently, no one door opened onto all of it.
That is the door AdsWizz was built to be. At this year’s Built with Audio, SiriusXM Media’s annual industry event, Senior Vice President and Chief Advertising Product Officer Sherene Hilal explained how it brings new publishers, platforms, and formats into one marketplace as listening habits change. In practice, brands reach audiences wherever they listen without a new setup for each one, and publishers get more demand and more revenue without new work on their end.
Everything audio, one way in
Audio audiences are spread across a growing number of creators, publishers, and platforms. For advertisers, reaching them shouldn’t mean navigating a different buying process for each one. We put podcast and streaming audio inventory in the same environment, making it easier to plan and buy across both. More than 100 publishers run on AdsWizz, from the New York Times and NPR to Acast, TuneIn, and Bauer Media, alongside Pandora, SoundCloud, and SiriusXM. Roughly 21 billion audio ads are delivered through AdsWizz every month. For a publisher, being in that roster means every brand in the system can discover and buy their inventory, bringing more demand and more revenue their way.
This year, we expanded that access even further, with a new format, new markets, and a new way to buy.
A new format, buyable on day one
The fastest way to be ready for a new format is to help build it. When Apple expanded its podcast capabilities with video in its Spring 2026 update, AdsWizz was a launch partner, helping shape how advertising would work within the new experience. That meant brands could buy video ads in Apple Podcasts from day one, and creators could earn from a format that hadn’t existed in the app a year earlier.
Video inside Apple Podcasts, one of the biggest podcast platforms anywhere, now sits in the AdsWizz Audio Marketplace alongside everything else. Brands buy audio and video the same way, and creators keep control of how their content is monetized, with no exclusivity attached.
More places to buy and sell audio ads
We also extended agreements with SoundCloud and Sonos this year. We now exclusively represent SoundCloud’s audio advertising inventory across fourteen European markets, with non-exclusive access to video and display, reaching more than 50M users and 40M creators. The Sonos agreement gives us exclusive representation of audio inventory across Europe and access to Sonos Radio listeners.
For publishers, demand arrives through one relationship rather than a sales team in every country. For brands, it means new markets without a new buying setup.
In March, we took the same approach beyond Europe, with an exclusive agreement with NextAud.io covering seven markets across the Middle East and North Africa. And preferred reseller status adds twelve more across Asia and Africa, including Japan, Singapore, Malaysia, and India.
NextAud.io gives brands access to our streaming and podcast marketplace, including the SiriusXM Podcast Network. Creators in those regions also gain access to Simplecast, our content management system, so local shows use the same publishing technology as the world’s top creators. The map got bigger. The access point stayed the same.
New demand, no new work
Inventory only matters if brands can buy it from the tools they already use. Through its integration with Amazon DSP, AdsWizz opened another buying path to podcast and streaming inventory across its ecosystem, including Pandora and the SiriusXM Podcast Network. Advertisers can bring Amazon’s shopping, streaming, and browsing signals to audio campaigns, with access to audience, contextual, and inventory targeting. Publishers didn’t have to change their tech. Their pool of potential buyers simply grew.
Built to keep up with whatever comes next
We engage audiences wherever they listen. For publishers, that means their inventory reaches new buyers across platforms. When a new format launches, they’re ready for it. When a brand arrives through a new DSP or a new region, that inventory is already reachable. For advertisers, it means reaching new formats and markets without changing how they buy.
One door, wherever listening goes next. Ready to build on it? Let’s talk.
by Bianca Stanescu, Senior Director, Product Marketing
