"TV is historically largely reach-based, and most upfront spending still reflects that. But what we're seeing from our side is a clear shift, not just reach but also audiences, and increasingly toward outcomes."
"Amazon Ads launched a beta program for what it calls Prime Video Insights, which are being opened up and expanded with more data sets. The tool allows advertisers to combine their first-party data to see, for instance, which genres or types of shows or audiences led to sales."
"The backbone behind these changes is the unique to Amazon advantage of its Authenticated Graph, which is its core identity data set. This spans shopping and credit card data, streaming media audience and payment data and web-browsing data via the Amazon DSP."
Television advertising is evolving, with a growing emphasis on measurable outcomes rather than just reach. Amazon Ads is capitalizing on this trend by enhancing its ad measurement solutions tailored for TV and streaming media. New tools like Prime Video Insights allow advertisers to leverage first-party data to analyze which content drives sales. Additionally, Amazon's unique Authenticated Graph provides a comprehensive identity data set, improving measurement accuracy compared to competitors who rely on fragmented data sources.
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