Amazon Ads and Global, the Media & Entertainment group, has announced a programmatic integration which gives advertisers using Amazon DSP access to some of the UK’s biggest commercial audio brands including Heart, Capital, and Smooth.

The programmatic partnership integrates Amazon DSP directly with DAX, Global’s digital ad exchange, which offers programmatic and data capabilities. It brings Amazon’s shopping, streaming, and browsing signals together with Global’s listeners, enabling advertisers to reach engaged audiences at scale with full-funnel measurement and attribution. Advertisers in the UK can now access these audiences online, on mobile, via the Global Player app, and on smart speakers – including Alexa – through Amazon DSP.

Global’s radio brands attracted more than 1 billion 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, rewind and catch up on shows, and browse an array of podcasts and playlists.

“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,” said Phil Christer, Managing Director, UK, Amazon Ads. “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.”

“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,” said Tom Streetley, Director, Commercial DAX Audio at Global. “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.”

Global’s podcast portfolio will also be available later this year.

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Categories: Advertising, Articles, Broadcast, Digital Radio

Tags: advertising, Amazon, Global, radio