Amazon Ads & Global Announce Integration Bringing the UK's Biggest Commercial Audio Brands to Amazon DSP
by on 23rd Apr 2026 in News
Amazon Ads and Global, the Media & Entertainment group, today (23rd April, 2026) announced a programmatic integration which gives advertisers using Amazon DSP access to the UK's biggest commercial audio brands including Heart, Capital, and Smooth.
The programmatic partnership integrates Amazon DSP directly with DAX, Global's pioneering digital ad exchange, which offers market-leading programmatic and data capabilities. It brings Amazon's trillions of shopping, streaming, and browsing signals together with Global’s millions of listeners, enabling advertisers to reach engaged audiences at scale with full-funnel measurement and attribution.
From today advertisers in the UK will be able to 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 thousands of podcasts and playlists.
The integration is the latest collaboration between the two companies, building on a relationship that began with Global’s first audio ad on Alexa in 2017. It delivers a better advertising experience when listening to Global on Alexa and makes it easier for brands to reach relevant audiences at scale.
"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 - from The News Agents, hosted by the UK’s top journalists Emily Maitlis, Jon Sopel, and Lewis Goodall, to My Therapist Ghosted Me with Vogue Williams and Joanne McNally, and brand-new Formula 1 show Up To Speed that features an all-star presenter line-up: Drive to Survive star and F1 journalist Will Buxton, racing driver-turned-broadcaster Naomi Schiff, 13-time Grand Prix winner David Coulthard, and F1 presenter and content creator Jolie Sharpe.
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