The news: iHeartMedia announced an expansion of its partnership with Amazon Ads Friday, with the goal of simplifying how marketers purchase and deploy ads in premium audio, video, and streaming environments.

• The expanded deal will allow iHeartMedia to act as a local reseller of Amazon’s audio and video inventory, including Amazon Prime Video, Music, Twitch, and Fire TV.
• iHeartMedia customers will be able to use Amazon DSP, including its first-party shopper data, to target audiences on iHeart’s podcasts, creator content, and other offerings.
• iHeart customers will have “a more unified path… to activate multi-platform campaigns at scale,” according to the announcement.

Why it matters: The deal gives marketers an easier way to coordinate campaigns across platforms while using Amazon’s commerce data to inform targeting, planning, and measurement. That matters especially as advertisers invest in audio for its growing ability to drive measurable outcomes, while still seeking better tools for targeting, attribution, and conversion measurement.

• Audio, particularly podcasts, has already proven its strength in driving consumers to take action, with an estimated 85% of monthly podcast listeners globally saying they have taken action after hearing a podcast ad, per Acast.