SiriusXM Media Embraces Privacy Innovation within Evolving Ad Landscape

Company advances privacy with new data practices, embracing experimentation and cross-functional collaboration to navigate a changing advertising environment.

SiriusXM Media is pioneering privacy-focused innovations as it adapts to new advertising challenges. Maria Breza, VP at SiriusXM Media, emphasizes the importance of protecting user data in an increasingly complex landscape. Breza highlights that while SMS-based OTPs have been standard, advancements in technology now offer alternative authentication methods.

The company's strategy involves leveraging privacy-first practices in podcasting and streaming. SiriusXM Media has introduced predictive audience models that rely on content traits rather than personal identity. This approach aims to enhance ad targeting while respecting consumer privacy. Additionally, SiriusXM is exploring ways to use third-party data for analysis rather than direct targeting, thus safeguarding user information.

Internal collaboration is crucial, with SiriusXM Media working closely with privacy, legal, product, and engineering teams. The formation of a team of privacy champions within the ad monetization organization underscores the company’s commitment to addressing privacy concerns thoroughly.

Breza advises marketers to embrace the evolving privacy landscape, emphasizing that early adoption of new targeting solutions can provide a competitive edge. Despite the challenges, she views privacy as a driver of innovation and an opportunity for growth.