Fox Corp.’s Red Seat Ventures is the latest company to partner with Amazon to give advertisers a broader reach in the programmatic space.
Amazon will give advertisers the opportunity to buy programmatic ad inventory from Red Sheet through its demand-side platform, the latest in a series of similar partnerships the media companies have entered into in recent months. Over the past year, Amazon has announced similar deals with companies like Disney, Roku, and Netflix, among others.
Under the new partnership, advertisers will have access to commercial inventory associated with Red Sheet’s portfolio of audio and video podcasts. Red Seat has worked with Megyn Kelly, Tucker Carlson, Bill O’Reilly and more.
“Our podcast audio and video creators have built one of the most trusted communities in media. Consumers are coming back to that community, and that loyalty shapes discovery, consideration, and brand affinity in ways that algorithms alone cannot,” Jeremy Price, senior vice president of sales at Red Seat Ventures, said in a prepared statement. The partnership with Amazon offers “new ways to make creator-driven media measurable, addressable, and tied to real business outcomes.”
Content companies with DSP partnerships hope the deal will give marketers the opportunity to buy broader programmatic inventory from a single venue, reducing the number of commercials shown to the same consumer and potentially improving the effectiveness of commercials by delivering them more accurately.
Red Seat Ventures represents more than 40 creators across genres including serious crime, comedy, news, sports, and entertainment.
