"Amazon is becoming the easiest place to make TV spend defensible inside organizations and is emerging as the proof layer for television - not necessarily the default buying layer. Amazon's pitch to advertisers goes beyond just inventory, positioning itself as the "first-stop shop" for planning, buying, optimizing and measuring TV, while marketing authenticated, logged-in household reach as the new TV currency, as seen in a recent pitch deck shared with Digiday."
"The platform has framed its CTV proposition as performance infrastructure with closed-loop attribution and full-funnel optimization, ultimately connecting ads to outcomes. And its live sports and Prime Video offerings help to scale that model, by providing advertisers with access to Amazon's highly engaged audiences. The buyer experience As things stand, there's already a strong appetite from advertisers for Amazon CTV as a validation and measurement layer. Though adoption has typically been driven by proof needs, rather than a love for the platform."
Amazon positions its connected-TV offering as a measurement-first platform that makes TV spend defensible and serves as a proof layer rather than the default buying channel. The platform markets authenticated, logged-in household reach and promotes closed-loop attribution and full-funnel optimization to tie ads to outcomes. Live sports and Prime Video help scale reach by delivering highly engaged audiences. Advertisers show strong appetite for Amazon CTV as a validation and measurement layer, but adoption is often proof-driven. Concerns remain about Amazon-centric walled-garden behavior, limited cross-publisher visibility, incomplete tooling for frequency and brand management, and challenges capping household exposure.
Read at Digiday
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