Advertisers will be able to reach millions of consumers through Red Seat Venture’s creator-led content programmatically through Amazon DSP.
Fox Corp’s creator-led media shop, Red Seat Ventures (RSV), has partnered with Amazon DSP to expand its programmatic offering.
The collaboration will give advertisers access to one of the sector’s largest collections of independent creator-led audio and video podcast content.
RSV has more than 40 content creators across true crime, comedy, news, sports and entertainment, with a reach of tens of millions of consumers each month.
With its AI-powered optimisation and privacy-enhancing measurement capabilities, Amazon DSP can help extend the RSV’s reach into programmatic advertising.
For advertisers it means they can use the same planning and measurement framework they use across other media channels including display, video and connected TV (CTV) from a single platform.
This, combined with Amazon Ads, means advertisers could activate trillions of exclusive first-party shopping, streaming and browsing signals across the open web streaming audio and video podcasts.
Jeremy Price, senior vice president, sales, Red Seat Ventures, said: “Our podcast audio and video creators have built some of the most trusted communities in media. Consumers keep returning to them, and that loyalty shapes discovery, consideration and brand affinity in ways algorithms alone can’t.
“This partnership brings that trust to Amazon DSP, giving advertisers more than premium supply. It’s a new way to make creator-led media measurable, addressable and connected to real business outcomes.”
Why it matters
Historically, affiliate tracking in podcasts relied on discount codes or vanity landing pages. This partnership marks a shift in that model.
Rather than running broad podcast buys, marketers can serve or dynamically insert programmatic ads to listeners who have recently searched for, browsed, or purchased related product categories on Amazon.
By leveraging Amazon DSP, advertisers can tie a user’s exposure to an RSV podcast or video stream directly to their downstream purchase behaviour on Amazon.
As a result, it gives them the ability to measure true return on adspend (ROAS) and purchase intent rather than relying solely on promo code redemptions.
This partnership begins to blur the line between traditional top-of-funnel influencer marketing and bottom-of-funnel performance marketing.
