YouTube is turning audio into an ad product — SiriusXM is selling it

YouTube wants to make more money from the people listening to audio on the platform, and it's turned to SiriusXM Media to do it. The two companies have struck an exclusive deal that hands SiriusXM Media the rights to sell YouTube’s “audio-first” inventory in the U.S. — or the impression generated when someone is listening to something on the platform rather than watching. That includes background music streams, podcast playback and talk-format content. YouTube came to the audio firm about a year ago with data showing how much of that behavior was happening on the platform, and concluded the expertise to monetize it wasn’t sitting in-house – laying the groundwork for the partnership.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.