"By tying commerce and shopping data to streaming impressions on Netflix, Amazon Ads can give buyers more of what they want, especially with upfronts on the brain, and that's performance. Amazon's first year in the traditional upfront market in 2024 was about establishing ourselves as content makers, but this year, Amazon is pitching advertisers on recent improvements to its ad tech stack."
"Creative is at the heart of good advertising, but then we want to see an outcome. Which is why, for this year's upfront, Amazon's narrative will focus on its ability to tie content to conversions. Buy-side demands for performance tied to streaming investments are only ramping up."
Amazon Ads announced that US media buyers can soon use Amazon Audiences to target Netflix campaigns through Amazon's DSP, following Netflix's September decision to make inventory available programmatically. Prime Video reaches approximately 130 million people since adopting an ad-supported model in 2024, but Amazon must prove its streaming reach extends beyond its ecosystem. By connecting commerce and shopping data to streaming impressions on Netflix, Amazon provides buyers with performance metrics they seek. Amazon's 2024 upfront focus established it as a content maker, moving beyond its ecommerce reputation. This year, Amazon emphasizes ad tech improvements including Campaign Manager for centralized reporting and a creative agent for video generation. These enhancements aim to drive advertising effectiveness and tie content to conversions, addressing buyer demands for performance-based streaming investments.
#amazon-ads #netflix-programmatic-advertising #streaming-performance-metrics #upfront-advertising-strategy #commerce-data-integration
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]