Fox Corp.'s Red Seat Ventures has struck a programmatic advertising partnership with Amazon, allowing marketers to buy commercial inventory from Red Seat's podcast portfolio through Amazon's demand-side platform. The deal is the latest in a wave of similar tie-ups Amazon has formed with major media companies over the past year, reflecting a broader industry shift towards consolidating programmatic ad buying to reach audiences more efficiently across platforms.

Red Seat Ventures, which represents more than 40 creators across genres including true crime, comedy, news, sport and entertainment, hosts audio and video podcasts from figures such as Megyn Kelly, Tucker Carlson and Bill O'Reilly. Amazon has previously agreed comparable arrangements with Disney, Roku and Netflix. Red Seat's Jeremy Price said the partnership would make "creator-led media measurable, addressable and connected to real business outcomes," with backers hoping such deals reduce repetitive ad exposure for consumers and improve targeting precision for advertisers.