Amazon is enhancing its strategy in TV advertising with a strong emphasis on ad performance, launching a new tool called Complete TV to streamline ad buying. Led by Krishan Bhatia, Amazon targets optimizing data and audience segments to bolster ad effectiveness as competition intensifies, particularly from Netflix and YouTube in 2025. With a reach of 115 million ad-supported viewers on Prime Video, and a robust data advantage, Amazon aims to make ad purchases more appealing through integrated insights and AI recommendations. However, some advertisers express concerns about being restricted to Amazon’s tech.
Amazon is prioritizing ad performance over public bragging rights, focusing instead on enhancing its ad technology to grow its share of theTV ad market.
The introduction of the Complete TV tool aims to simplify ad buying and provide comprehensive insights, which may attract more advertisers to Amazon’s platform.
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