- Amazon continues to strengthen its promoting offerings, striking recent agreements with data platform InfoSum and sell-side company Magnite, per a series of press releases.
- Through the InfoSum integration, advertisers can push their first-party signals on to Amazon Ads and create custom audiences for personalized targeting across Amazon’s supply, including Prime Video, Twitch, Fire TV and third-party inventory.
- The Magnite partnership gives publishers deeper access to Amazon’s streaming TV inventory through Amazon Publisher Services and Fire TV devices. The collaboration is an element of a deeper partnership between Magnite and Amazon’s Transparent Ad Marketplace that dates back to 2016.
The InfoSum and Magnite deals are one other indicator that Amazon’s combination of retail data and streaming capabilities could also be what advertisers are on the lookout for. Earlier this month, Amazon reported that its Q1 revenue generated from promoting rose 19% year-over-year to $13.92 billion, beating expectations and outperforming the expansion rates of rivals equivalent to Google and Meta. At its second annual upfront event, the corporate also revealed that its full-funnel offerings reach a mean monthly ad-supported audience of greater than 300 million within the U.S.
With the InfoSum integration, advertisers will have the ability to make use of the platform’s advanced identity capabilities for look-alike modeling, retargeting and audience suppression across Amazon’s promoting inventory. As a result, they’ll reduce complexity and speed up campaign activation without sharing sensitive data, have the ability to create custom audiences in Amazon Demand-Side Platform, leverage enriched insights and optimize their marketing spend based on real-time insights.
The InfoSum partnership also reflects how first-party data is becoming more essential for marketers as third-party cookies lose relevance and as marketing services providers find ways to enable privacy-focused uses for first-party data across the digital ecosystem.
“Advertisers today need a secure and effective solution to leverage their first-party insights across media platforms, optimizing each performance and return on investment,” said Valerie Mercurio, vice chairman of business development at InfoSum, in a release. “Our recent integration with Amazon Ads makes this even simpler, allowing advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon’s wealthy audience insights.”
WPP last month acquired InfoSum, enhancing the network’s AI-powered data intelligence and consumer identity capabilities. InfoSum will grow to be an element of GroupM, the holding company’s media investment group, and shall be integrated into its proprietary WPP Open platform.
The deepened partnership with Magnite, meanwhile, will grant deeper access to Amazon Publisher Services and Fire TV devices through the sell-side company’s SpringServe platform. The collaboration builds on the 2 corporations’ existing integrations, which include Magnite serving as a launch partner of Amazon’s Transparent Ads Marketplace in 2016 and being one among the primary to affix Amazon Ads’ Certified Supply Exchange Program.
“Expanding our work with Magnite was the natural evolution in our dedication to bring incremental demand to publishers through interoperable solutions,” said Scott Siegler, director of Amazon Publisher Services, in a press release.
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