Is Amazon now a one-stop shop for advertisers?
Adding Netflix into it's STV offering via Amazon DSP, is big news. It was the major missing piece in Amazon's upper funnel offering to compete for STV budgets vs TTD & DV360, but no longer. Amazon DSP now enables advertisers to reach premium STV audiences at a scale, cost & precision that's as competitive as any other out there. It's only missing YouTube and I wouldn't bet on that being announced anytime soon.
Beyond just the Netflix news, there's one major reason to argue that most advertising budgets should be moved into Amazon - that's AMC.Amazon Marketing Cloud will enable advertisers to measure incremental reach across their entire STV buy (Prime Video Ads, Disney, Netflix + Sky & others following soon), monitoring that view right through to a purchase.
Of course it doesn't cover all media, so it's not perfect, but show me a measurement solution that is. At this scale, now across each stage of the funnel, it has the potential to unlock meaningful answers to some of the biggest questions for advertisers. Get in touch if you'd like to know more about how we could help you.
