Amazon Ads Expands Reach
Ad Tech Insights
The story: At its recent conference in Austin, Texas, Amazon Ads highlighted how it’s fast-tracking its role in advertising by transforming how brands can engage audiences within Amazon’s unique ecosystem. Amazon demonstrated its ability to integrate ad solutions with AWS and AI-driven tools, showcasing how its blend of content, cloud infrastructure, and machine learning (ML) sets it apart from competitors like Google and Meta.?
While Amazon Ads has made significant strides, the platform is still evolving. As Kelly M. , VP of Amazon Ads , acknowledged, “We have heard feedback…that, historically, the DSP has not been the easiest to use.” Usability improvements are now a priority for Amazon, which has taken steps to address issues like AMC’s slow processing times by introducing simpler, SQL-free options for creating targeted audiences.?
?Amazon Marketing Cloud (AMC) remains central to Amazon’s ad strategy, providing privacy-friendly insights that are increasingly valuable to advertisers. AMC’s recent updates allow ad activations via Amazon’s DSP, with plans to extend limited functionality to other DSPs as well. Another focus was Performance Plus, Amazon’s answer to automated, ML-driven campaigns like Google’s Performance Max. Performance Plus leverages Amazon’s vast media network while maintaining transparency and control, which MacLean noted is a key goal to prevent the “black box” feel associated with automated ad tools.?
“Google spans so many different media and access points in people’s lives: Gmail, Maps, Search, YouTube, YouTube TV, and the web…Amazon and Performance Plus bring the same breadth of media, spanning Amazon Echo, Kindle, Fire TV, Prime Video, Twitch, the Amazon site and app, Freevee, IMDb, Whole Foods, and more.” - AdExchanger , 2024.
The takeaway: Amazon’s advancements highlight an industry shift toward automation that doesn’t sacrifice transparency, underscoring the need for ad infrastructure that is both user-friendly and comprehensive. The expansion of AMC and Performance Plus also reflects rising demand for smarter data activation while reinforcing the value of a robust, multi-channel ecosystem.
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