Dive Brief:

• Amazon continues to strengthen its advertising offerings, striking new 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 directly 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 part of a deeper partnership between Magnite and Amazon’s Transparent Ad Marketplace that dates back to 2016.

Dive Insight:

The InfoSum and Magnite deals are another indicator that Amazon’s combination of retail data and streaming capabilities may be what advertisers are looking for. Earlier this month, Amazon reported that its Q1 revenue generated from advertising rose 19% year-over-year to $13.92 billion, beating expectations and outperforming the growth rates of rivals such as Google and Meta. At its second annual upfront event, the company also revealed that its full-funnel offerings reach an average monthly ad-supported audience of more than 300 million in the U.S.

With the InfoSum integration, advertisers will be able to use the platform’s advanced identity capabilities for look-alike modeling, retargeting and audience suppression across Amazon’s advertising inventory. As a result, they can reduce complexity and accelerate campaign activation without sharing sensitive data, be able 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 important 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 way to leverage their first-party insights across media platforms, optimizing both performance and return on investment," said Valerie Mercurio, vice president of business development at InfoSum, in a release. “Our new 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 rich audience insights.”

WPP last month acquired InfoSum, enhancing the network’s AI-powered data intelligence and consumer identity capabilities. InfoSum will become a part of GroupM, the holding company’s media investment group, and will 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 two companies’ existing integrations, which include Magnite serving as a launch partner of Amazon’s Transparent Ads Marketplace in 2016 and being one of the first to join 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.