Amazon Publisher Cloud (APC) is now generally available, offering a unique clean room solution that enables advertisers using Amazon DSP to create more efficient campaigns. This solution leverages exclusive signal collaboration between leading publishers and Amazon Ads to enhance campaign addressability and customer experience without relying on historic identifiers.
Key Features of Amazon Publisher Cloud
- Durable Addressability: APC allows publishers to maintain control over their first-party signals while analyzing them alongside Amazon Ads insights. This enables the creation of customized and effective deals.
- Streamlined Workflow: Publisher deals can be activated in Amazon DSP through a single, streamlined process. Publishers can analyze their contextual signals against Amazon Ads audiences to create optimized deals.
- Beta Launch Partners: Initial partners include DirecTV, Dotdash Meredith, Fandom, NBCUniversal, and TelevisaUnivision.
Benefits Highlighted by Industry Leaders
- Steve Rabuchin, Amazon Ads: Emphasized the secure control publishers have over their first-party signals and the ability to create more relevant customer experiences.
- Dr. Jon Roberts, Dotdash Meredith: Highlighted the ability to map intent-to-buy signals to their content, enhancing the prediction of consumer behavior and improving advertiser performance.
Importance of APC
APC empowers advertisers to reach their intended audiences with greater scale and efficiency by overlapping specified audiences with publishers' unique signals. The new Audience Collaborations feature allows advertisers to find relevant supply on premium publishers and activate optimized deals directly within Amazon DSP's Inventory Hub. This ensures campaigns run across premium web supply, supported by "always-on" multi-publisher deals.
You can access it from Inventory Hub in Amazon DSP.
