I think you’re touching on a very important point that is “fragmentation.” Often, brands think of fragmentation of apps. But CTV is fragmented also from an “operating system” standpoint. While mobile and desktop have two main operating systems, CTV has 8 to 10 different operating systems. This complicates things when it comes to measurement.
Amazon Ads can help advertisers buy via programmatic guaranteed and private marketplace deals and reach audiences across our media properties, like exclusive inventory in Freevee and Twitch, with direct integration with premium 3P [third-party] publishers—with Amazon Publisher Direct, which also provides exclusive inventory from these 3P publishers—along with integrations with 3P exchanges like Freewheel or AdX. In addition, we can offer opportunities to connect with audiences, from age range [18+] and gender at scale via modeled audiences—for upper-funnel, brand-building campaigns—to more curated Amazon audiences based on shopping insights—for lower-funnel, performance marketing campaigns.
Advertisers previously had to manage top- and bottom-funnel campaigns separately: different teams, agencies, KPIs, and tech solutions. Now they can consolidate all their STV spend with Amazon Ads. In the last 12 months, we’ve done a lot of work to develop brand-building and upper-funnel solutions so that we can help advertisers across the full funnel. A lot of that work has been dedicated to helping advertisers reach audiences at scale. There is a lot of research and case studies that confirm the importance of reach. That’s why Amazon Ads has built solutions that help reach consumers across 3P STV media publishers as well. In addition, solutions like Amazon Marketing Cloud [AMC, clean room technology from Amazon Ads] help them measure against unique insights, to help improve planning, buying, and optimization.