October 15, 2024
AMC Audiences now Powering Deals on Amazon Publisher Cloud
Announced at unBoxed 2024
What launched?
Advertisers now have the ability to leverage AMC Audiences in concert with premium publishers’ first-party data in Amazon Publisher Cloud (APC), to identify inventory and publisher signals that deliver more performant and effective campaigns. With this release, publishers can curate programmatic deals in APC, informed by customized logic from advertisers’ unique AMC Audiences. This new capability generates deals that are optimized to deliver advertiser goals (e.g. On-Target Reach), based on how publishers’ proprietary signals overlap with advertisers’ custom AMC Audiences.
AMC Audience Powered APC Deals on Inventory Hub
Why is it important?
Advertisers invest in building and identifying valuable audiences through proprietary signals and business insights with Amazon Marketing Cloud. Similarly, publishers have invested in deep understanding of their audiences and content over years. With this launch, advertisers can overlap their proprietary signals with Amazon’s insights and publishers’ exclusive first-party data to activate deals that are optimized for advertisers’ specific audiences and outcomes. Built on a strong foundation of valuable signals, the results are customizable, durable campaigns that drive better outcomes for brands, while also improving customer experiences with more relevant advertising.
Where do I access it?
- Inventory Hub in Amazon DSP
- AMC Audiences need to be created in the advertiser's AMC instance
Who can use it?
- Advertisers on Amazon DSP
Where is it available?
- CA
- US