"At some level, you want to be the 'everything store' for advertising,"
"We will expand beyond traditional channels and bring more advertisers, especially non-endemics, into our fold,"
"We can now connect advertisers to 90% of all US households, giving us a broad, deterministic reach,"
Amazon is positioning its ad business to compete with traditional TV by combining e-commerce, streaming content, and programmatic alliances with Disney, Roku, and Netflix. The company offers a single venue for buying programmatic video and audio inventory to reduce duplicate commercials and improve precision of distribution. The strategy targets non-endemic advertisers that do not sell on Amazon and seeks to expand advertiser participation ahead of the TV upfront. Amazon claims its DSP agreements and streaming reach enable deterministic connections to roughly 90% of US households, and executives plan to highlight these capabilities at CES.
Read at Variety
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