At the IAB NewFronts 2025, Amazon promoted AI as a solution to the challenges brands face in today's fragmented advertising landscape. With the decline of third-party cookies and the rise of diverse platforms, advertisers struggle to maintain consistency and measure ROI. Kelly Maclean of Amazon DSP emphasized the potential of AI-driven tools, like Performance Plus and Brand Plus, to unify marketing efforts through advanced targeting and insights derived from Amazon's extensive first-party data ecosystem.
"Given today's uncertain climate, there's immense pressure on marketers to do more with less and to connect advertising efforts to tangible business outcomes," she said.
"These are massive, complex challenges - exactly the kind that Amazon's technology was built to address."
Amazon's strategy is to leverage its vast ecosystem of first-party data - from ecommerce, streaming, and browsing activity - and apply AI to derive actionable insights at scale.
Two new AI-driven tools - Performance Plus and Brand Plus - exemplify this approach. They provide automated targeting, measurement and optimization capabilities that address both performance-driven and brand-building objectives.
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