Amazon has introduced programmatic guaranteed (PG) deals for Prime Video, allowing self-service advertisers to run fixed-CPM, guaranteed delivery campaigns on Prime Video inventory. These deals offer three main options:
Deal Types
Run of Service (ROS) Deals
- Serve across all available ad-supported Prime Video content.
Contextual Deals
- Target content based on:
- Curated title groups (e.g., Best of TV Shows, Best of Movies, Best of Prime Video Originals)
- Genres (e.g., Comedy, Action, Drama, Suspense, Sports, Unscripted, Anime, Documentary, Historical, Horror, Fantasy, Romance, Sci-Fi)
- Content age ratings (availability and details may differ by country).
- Target content based on:
Audience-Based Deals
- Serve campaigns to specific Amazon audience segments from pre-defined demographic, in-market, interest, lifestyle, and life event audiences.
Additionally, PG deals allow advertisers to run campaigns exclusively on pre-roll placements.
Importance
Programmatic guaranteed deals are a standard industry approach for running fixed CPM, guaranteed delivery campaigns with a publisher. This launch enables Prime Video advertisers to run guaranteed campaigns, including both run-of-service and contextually relevant content, which was previously only possible in a non-guaranteed capacity with preferred deals.
Availability
Regions:
- North America: United States, Canada, Mexico
- Europe: Germany, Spain, France, Italy, United Kingdom, Austria
Users: Self-service advertisers
Access: Amazon DSP via campaign deal creation
