"In 2024, Amazon Ads generated more than $50 billion in revenue, making it one of the fastest-growing segments of the company. The company's recent partnership with Netflix only underlines Amazon's growing role in the space. By selling Netflix's advertising inventory through Amazon's demand-side platform (DSP), Amazon has solidified its position as a must-use platform for marketers. For investors, the question is no longer whether Amazon Ads is a real contender, but which players will win and which ones will lose as its influence expands."
"The company has a combination of advantages in the digital ad space that most of its rivals can only dream of: authenticated user data, purchase intent signals, and premium inventory across retail, video, and streaming. By combining these assets inside its demand-side platform, Amazon makes it easy for advertisers to reach high-value audiences with measurable outcomes. The Netflix deal adds even more muscle."
Amazon's ad business generated more than $50 billion in 2024 and has become a fast-growing segment. A partnership with Netflix brings Netflix's connected TV ad inventory into Amazon's demand-side platform (DSP), giving marketers streamlined access to premium streaming inventory. Amazon combines authenticated user data, purchase-intent signals, and retail, video, and streaming inventory to enable targeted, measurable advertising and closed-loop attribution tying impressions to purchases. The arrangement strengthens Amazon's ad ecosystem, increasing data and inventory concentration. Winners include Amazon, premium streamers, and advertisers who gain efficiency, while concentration risk could reduce advertisers' leverage over time.
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