Amazon has bolstered its advertising offerings by entering into new partnerships with InfoSum and Magnite. The InfoSum integration allows advertisers to utilize first-party data for targeted campaigns on Amazon's platforms. Meanwhile, the collaboration with Magnite enhances publisher access to Amazon's streaming TV inventory, extending a partnership that began in 2016. These moves suggest that Amazon's unique combination of retail data and streaming capabilities sets it apart in the advertising space, as it reported substantial growth in ad revenue compared to competitors.
Through the InfoSum integration, advertisers can push their first-party signals directly to Amazon Ads and create custom audiences for personalized targeting across Amazon's supply.
Amazon's Q1 revenue generated from advertising rose 19% year-over-year to $13.92 billion, beating expectations and outperforming the growth rates of rivals such as Google and Meta.
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