Amazon DSP Update: Podcast Advertising Is Now Fully Integrated

What It Means for Brands Using Amazon DSP 

Amazon Ads has officially integrated the Podcast Audience Network into Amazon DSP, allowing advertisers to plan, activate, and measure podcast advertising within the same DSP environment as display, video, and Streaming TV. 

For brands, this means podcast ads can now be bought and optimised using Amazon’s first-party data, combined with ART19’s podcast audience intelligence, all through a single, unified buying platform. 

At Toucan, we see this as another signal that Amazon DSP is evolving beyond traditional upper-funnel display into a full-funnel, cross-channel media engine.    

What Brands Can Do Now with Amazon DSP + Podcasts 

  1. Plan Unified Campaigns 

Brands can now activate podcasts as part of a broader DSP strategy supporting: 

  • Upper-funnel awareness
  • Mid-funnel consideration
  • Cross-device retargeting 

This is especially powerful when paired with Streaming TV and display, reinforcing brand messages across multiple touchpoints. 

2. Use Amazon First-Party Data for Smarter Targeting

Podcast targeting is no longer limited to show-level placements. With Amazon DSP, brands can layer:   

  • Shopping behaviour
  • Lifestyle and interest signals
  • Purchase intent
  • Audience retargeting pools 

This makes podcast ads far more accountable and performance-driven than traditional audio buys. 

3. Measure Podcasts Like Any Other DSP Channel 

  • Track reach and frequency across channels
  • Understand audience overlap
  • Optimise based on performance signals already used in DSP  

This helps podcast advertising justify budget alongside other channels. 

4. Access Premium Podcast Inventory at Scale 

Through the Podcast Audience Network, brands gain access to curated, premium podcast inventory, reaching highly engaged audiences without the manual buying process. 

Where Is This Available? 

It is now available in the US, but we expect expansion over time as Amazon continues to invest in audio and off-Amazon reach within DSP. 

Toucan’s Take 

For brands already using Amazon DSP, this update unlocks a new, scalable way to extend reach beyond retail media without sacrificing targeting, measurement, or control. 

If you’re a brand running DSP today and not considering podcasts, you’re likely missing an opportunity to build brand awareness & reinforce messaging across channels 

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