Amazon Ads named a Leader in the IDC MarketScape: Worldwide CTV Ad Platform 2025 Vendor Assessment

Amazon Ads was recently named a Leader in the IDC MarketScape: Worldwide Connected TV (CTV) Advertising Platforms 2025 Vendor Assessment (doc #US52039725, April 2025).¹ Amazon Ads was among 16 companies IDC evaluated for the report.

The IDC MarketScape report notes, “With extensive audience insights from streaming, shopping, and browsing behavior, Amazon Ads supports scalable, relevant CTV advertising across a broad range of ad-supported first- and third-party content. The Amazon DSP offers advanced measurement tools to optimize CTV strategies, connecting ad performance to outcomes across the marketing funnel.”

The IDC MarketScape identified the following strengths for Amazon Ads:

• Enables customers to bring their own audience and/or use Amazon signals; also unifies first-party and publisher data with trillions of Amazon streaming, shopping, and browsing signals for improved targeting.
• Provides access to a large supply of premium ad-supported content, including Amazon’s own properties and third-party publisher apps; then unique Amazon supply to include Prime Video, Twitch, and Fire TV (This direct control may benefit advertisers).
• Offers holistic reach and frequency management across a wide range of first-party and third-party supplies and also offers real-time analysis via Amazon Marketing Cloud to optimize campaign impact.
• Offers a value-oriented model with 0% fee on first-party programmatic guaranteed (PG) deals and a 1% fee on third-party PG deals.
• Provides interactive video ads with in-moment call to actions, asynchronous follow-up options such as Amazon shopping links and email, and app push notifications for broader brand engagement.

"Amazon's positioning in the Leaders Category of IDC MarketScape for CTV demonstrates the company's ability to unify first-party data with streaming, shopping, and browsing signals at unprecedented scale," says Roger Beharry Lall, Research Director at IDC. "Amazon was recognized for its unique combination of premium content access, advanced measurement capabilities, and cost-efficient pricing model with minimal fees on programmatic guaranteed deals. Their ability to connect advertising performance to real business outcomes across the marketing funnel, coupled with their extensive reach across both owned and third-party properties, demonstrates Amazon Ads' commitment to neutrality, and makes them a compelling choice for advertisers seeking both performance and brand-building opportunities in the CTV space.”