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Amazon unveils ad tech announcements at IAB’s NewFronts 2023

Amazon has unveiled a slate of streaming content and associated advertising capabilities at the Interactive Advertising Bureau’s 2023 NewFronts conference in the US. New and upcoming opportunities span entertainment experiences across Prime Video, Amazon Freevee, Fire TV, Twitch, Amazon Music, Wondery, Amazon Live, and Thursday Night Football.

Amazon Ads highlighted a number of new and upcoming capabilities for brands, designed to make it easier to reach the right audiences with the right messages at the right times, and help create seamless content-to-commerce experiences.

Among the announcements, Amazon Marketing Cloud (AMC) Audiences is launching worldwide. AMC is a secure, privacy-safe clean room in which advertisers can combine their own inputs with Amazon signals to create a full picture of customer journeys across channels and buying stages. With AMC Audiences, brands can create and update their Amazon DSP audiences within AMC, and activate them in Amazon DSP with just a few clicks. The agency Buy Box Experts, a third-party agency, used the feature to help their client SimpliSafe refine its audience strategy, which helped grow the brand’s return on ad spend by 109% and reduce the brand’s cost-per-unit-sold by 65%.

Colleen Aubrey, SVP of Ad Products and Tech, Amazon Ads, said: “Advertisers are navigating a myriad of challenges—media fragmentation, ad identifier loss, incomplete insights, measurement complexity. At Amazon, we’re inventing solutions rooted in our differentiated content, insights, and capabilities to help brands easily reach the right audiences and accurately measure outcomes—all within a single ad buy. 

“Tonight, our NewFront illustrated how our premium content across a wide range of Amazon properties, combined with advanced campaign planning and measurement solutions, bridges content to commerce—so that customers can easily move from enjoying their favorite movie or music to buying their favorite product or service.”

At the event, Aubrey shared that brands who use Amazon’s ad-supported streaming TV solutions in the U.S.—across Amazon properties and Amazon Publisher Direct—can now reach an average monthly audience of more than 155 million.

In addition, Amazon Live will now produce shoppable livestream content with publishers and media brands, in addition to its popular influencer content. Customers can currently watch exclusive shoppable content from Tastemade, including episodes of Struggle Meals, and starting in late May, viewers will be able to shop live while watching exclusive content from REVOLT, the multi-platform media company from Sean “Diddy” Combs.