Speaking with Digiday ahead of this week’s conference, held in New York City’s Javitz Center, Keerat Sharma, director, Amazon Marketing Cloud and Ad Tech Solutions, talked through the Amazon Ads’ pitch to market.

Included in this flurry of announcements are tools to assuage advertisers’ concerns around addressability, including point solutions to aid campaign planning, tackle media fragmentation, and shore up measurement – all growing priorities amid the decline of identifiers such as third-party cookies.

Attribution, ease of use, partnerships, and better signals

Sharma explained that his team has sought to improve the ease of use of the Amazon Ads platform, including more cohesive integration of its demand-side platform and other offerings, plus investment in Sizmek, the buy-side ad server it purchased in a 2019 fire-sale.

Other capabilities it aims to showcase this week are improved interoperability with other ad tech platforms, the ability to better understand how using its ad tech generates improved ROI, plus a partnership program that connects advertisers with platform experts.

At the crux of these updated capabilities, and the core of its messaging, is Amazon Marketing Cloud, the e-commerce giant’s data clean room that has seen its customer base quadruple in the past year, according to the company.

“At the end of unBoxed last year, we launched an instructional query library with about 10 queries in it,” said Sharma. “We have expanded that with about 50 queries now … These queries are really important because they help marketers, who are just getting started with AMC, explore a new-use case and get started with something templatized.”

Sharma later previewed further integrations between AMC and some of its ad tech point solutions. “We will be launching, in Q4, the ability to manage Amazon DSP audience from within AMC,” he said, hinting that further enhancements were on the horizon.

The next few days will also see Amazon unveil a partnership program, a.k.a. approved vendor scheme, whereby it will recommend third-party companies to operate its ad tech and martech offerings on behalf of advertisers.

“We’ve launched a certification program this year to help partners work through a curriculum and getting upscaled in how they use AMC,” explained Sharma, adding that the company plans to name approximately 15 such companies at unBoxed.

Additionally, Sharma also explained how its investments in the Sizmek Ad Suite, which is currently in beta, aim to further attract advertisers to …read more

Source:: Digiday

Author: Aaron