In an effort to assist TV customers with planning, managing, and measuring streaming TV purchases, Amazon Ads unveiled a new artificial intelligence (AI)-powered demand side platform (DSP) on Tuesday.
Complete TV offers suggestions for allocating streaming budgets to premium streaming publishers and Prime Video.
In the past, media planners and buyers had to oversee linear budgets across several DSPs. They may now merge them on a single platform, including Fox, Peacock, Disney+, and Prime Video. Combining them enables Amazon’s AI technologies to manage and optimize budgets as well as provide recommendations.
Advertisers input the company’s streaming TV plan information and audience signals. To maximize reach and frequency signals across linear and streaming channels, Complete TV leverages real-time information.
Complete TV is the “first-ever tool that automatically manages upfront commitments and scatter budgets, using real-time pacing insights and AI-powered capabilities to help advertisers reach high-value audiences, drive ROI, and eliminate media waste,” according to Kelly MacLean, vice president of Amazon DSP.
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Additionally, advertisers can leverage Amazon Prime Video’s first-party measuring capabilities on other platforms, such as Peacock.
Ad Relevance powers the platform. By evaluating trillions of Amazon shopping, browsing, and streaming signals in addition to real-time data about the material being viewed, it distributes appropriate adverts everywhere, regardless of ad IDs. In order to determine where clients are in their trip and show them appropriate advertisements, it tracks locations throughout Amazon and premium publishers.
With the help of the toolkit, advertisers can activate any audience plan and construct TV campaigns by combining their 15 current streaming TV supply relationships with data from linear TV. It coexists with AI-powered ADSP improvements such as Performance+ and Brand+, which are brand awareness tools.
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