Following Publicis Groupe’s $2.2 billion cash acquisition of LiveRamp, SiriusXM is deepening its partnership with the data collaboration company to improve its identity-centered advertising.“Identity is becoming synonymous with reach,” Sherene Hilal, SiriusXM’s chief ads product officer, said. “LiveRamp is trying to bring ease and explainability into buying — people want to adapt to the new technology ecosystem but need to explain results and show what’s trending over time.”Advertisers can use LiveRamp’s RampID identifier and authentic traffic solution tools across all SiriusXM platforms, including Pandora, according to a brand statement. The tools will “precisely match” listeners to content and improve match rates, campaign measurement and ROI.The deal will also improve audio publishers and content creators’ ability to monetize their work on SiriusXM, which garners 255 million monthly listeners. “When someone consumes audio content, there’s individual attributes that help personalize their experience online. That can be found in transcripts of the true crime podcasts they like, moods and genres of their music or preferred sports hosts,” Hilal said. “We work with identity partners like LiveRamp to make that data available in systems to reach consumers.”LiveRamp was founded in 2011 and was acquired by Publicis Groupe on May 17 to expand the agency’s addressable market and raise its 2027 net revenue, according to an agency statement. SiriusXM first tapped LiveRamp in 2024 to offer privacy-safe data collaborations between SiriusXM and GroupM advertisers. Now, the audio streamer is on a “mission to prove audio brings the same reach, performance, measurement and ease of buying as video and in-search,” Hilal said.After inking a deal in April to become YouTube’s exclusive U.S. audio advertising representative, SiriusXM had to “get really smart really quickly,” which also contributed to its expanded partnership with LiveRamp, Hilal explained.“No brand right now can afford to waste money on a consumer that isn’t interested in the product that they’re trying to market,” Hilal said, noting that SiriusXM powers one in three global audio ads.SiriusXM was founded in 2008 as a result of Sirius Satellite Radio and XM Satellite Radio’s merger. The platform reported a 1.1% year-over-year revenue increase to $2 billion for Q1 2026, following the departure of its SVP and head of communications, Maggie Mitchell, in March.“One of the biggest shifts we’ve seen in the broader industry is this move from cookies — which is one way to understand the attributes of someone online — to authenticated or consent-based identity, and this has been happening in the advertising space for over a decade,” Hilal said.“Audio has been on the sidelines of that transformation. Because audio is in the foreground and background for about four hours of people’s time during the day and converges across all devices and environments, there’s this idea in the ad buying space that it’s one of the more complex media types to measure.”