"The integration, announced on Thursday, marks the first time a third-party ad solution has been able to serve ads to Amazon custom audiences. Through a direct server connection with a third-party platform like Clinch, Amazon can boost usage of its DSP and attract more advertiser spend without giving up control of its data. Clinch's clients, including Keurig Pepper, can now reach Amazon audiences not just on Amazon's own properties, but on any publisher who sells via Amazon DSP, including Disney, ESPN and NBC."
"Keurig Dr Pepper was able to improve its ad personalization and create "thousands of ad variants for a single campaign," Ben Sylvan, the brand's SVP of connected media, told AdExchanger. Being able to use Clinch's dynamic creative optimization engine together with Amazon Ads "makes Amazon DSP work a lot harder for us," Sylvan said. For instance, Keurig Dr Pepper was able to build an audience made up of the top 30% of K-Cup buyers from Amazon,"
"A person in New York City might respond better to an ad that encourages skipping the long line at their local coffee shop by using their Keurig at home instead, Sylvan said, whereas someone in LA might relate more to an ad highlighting long drive-through lines. Amazon's customer data, like purchase history and even gaming habits (via Amazon-owned Twitch), combined with Clinch's dynamic creative offering allows Keurig"
A server-to-server integration between Amazon and Clinch enables third-party ad platforms to serve ads to Amazon custom audiences for the first time. The direct connection lets Amazon increase DSP usage and advertiser spend while maintaining data control. Clinch clients, including Keurig Dr Pepper, can reach Amazon audiences across publishers that sell via Amazon DSP, such as Disney, ESPN and NBC. Access to Amazon customer signals, including purchase history and Twitch behavior, combined with Clinch's dynamic creative optimization, enabled Keurig to build high-value audiences and generate thousands of personalized ad variants based on geography, age and buying behavior.
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