Amazon has announced a significant update to its advertising platform at unBoxed 2024, integrating Amazon Marketing Cloud (AMC) Audiences with Amazon Publisher Cloud (APC) for improved ad targeting and performance.
Key Features of the Update:
- AMC-APC Integration: Advertisers can now use AMC Audiences in conjunction with publishers' first-party data in APC.
- Customized Deal Creation: Publishers can curate programmatic deals based on advertisers' AMC Audiences.
- Performance Optimization: Deals are optimized for advertiser goals, such as On-Target Reach.
- Signal Overlap: Utilizes overlap between publishers' signals and advertisers' custom AMC Audiences.
Significance:
- Combines advertisers' proprietary signals with Amazon's insights and publishers' first-party data.
- Enables more relevant, customizable, and durable advertising campaigns.
- Potentially improves outcomes for brands and customer experiences.
Availability:
- Accessible through Inventory Hub in Amazon DSP.
- AMC Audiences must be created in the advertiser's AMC instance.
Eligibility:
- Available to advertisers using Amazon DSP.
This update marks a significant shift in Amazon's advertising ecosystem, making AMC a crucial tool for Amazon sellers and potentially complicating the previously straightforward Sponsored Products and Sponsored Brands advertising.
