SoundCloud has extended its exclusive advertising partnership with SiriusXM subsidiary AdsWizz, extending the latter’s role as the audio streaming platform’s primary ad sales representative across 14 European markets through 2025.
The alliance, first established in 2021, covers Germany, France, the Netherlands, Belgium, Ireland, Italy, Sweden, Denmark, Spain, Switzerland, Austria, Portugal, Finland, and Norway.
AdsWizz maintains exclusive rights to sell SoundCloud‘s audio inventory in these territories while securing additional non-exclusive access to the platform’s video and display advertising space.
The renewal comes as SoundCloud’s advertising inventory has more than doubled since the initial agreement. The Berlin-based platform now serves over 50 million global users and 20 million creators, according to the press release.
“This is a major opportunity for brands to reach new, engaged, and diverse audiences in Europe, while leveraging our contextual targeting, measurement, and ad tech capabilities.”
Paul Brown, AdsWizz
Their partnership has seen AdsWizz integrating several targeting capabilities into SoundCloud’s advertising infrastructure including mood-based targeting that allows advertisers to align campaigns with a targetable music mood.
Paul Brown, VP, European Business & Operations at AdsWizz, said: “We’re thrilled to extend our exclusive agreement and continue connecting advertisers with SoundCloud’s growing and passionate global audience of creators and music fans.”
“This is a major opportunity for brands to reach new, engaged, and diverse audiences in Europe, while leveraging our contextual targeting, measurement, and ad tech capabilities.”
Jonathan Kopitko, Senior Director, Global Partnerships at SoundCloud, said: “Renewing our deal with AdsWizz reflects SoundCloud’s continued investment in the growth of our ad-supported business across Europe.”
“This collaboration ensures we’re delivering meaningful opportunities for advertisers to connect with engaged, culturally relevant audiences—powered by innovative technology that enhances both targeting and reach.”
Jonathan Kopitko, SoundCloud
“As our global community of artists and fans expands, this collaboration ensures we’re delivering meaningful opportunities for advertisers to connect with engaged, culturally relevant audiences—powered by innovative technology that enhances both targeting and reach.”
Advertisers can access SoundCloud’s European inventory through multiple channels, including AdsWizz’s DSP AudioMatic, direct insertion orders, and the AdsWizz Marketplace.
AdsWizz was acquired by Pandora in 2018 before the latter was acquired by SiriusXM the following year.
Meanwhile, SiriusXM Media will remain SoundCloud’s sole advertising representative in the US until the end of 2025. They renewed their advertising partnership in January 2023. They first teamed up in 2018. Two years later, SoundCloud secured $75 million in investment from SiriusXM.
Music Business Worldwide
