Launch announcement

Amazon has launched programmatic guaranteed (PG) deals for Prime Video. These deals enable self-service advertisers to run fixed-CPM, guaranteed delivery campaigns on Prime Video inventory. Prime Video PG deals offer advertisers the following options to align with Prime Video content or to reach specific Amazon audiences:

1. Run of Service (ROS) Deals - These deals will serve across all available ad-supported Prime Video content.
2. Contextual Deals - These deals will serve on content that is contextually targeted as part of the deal. Advertisers can target (1) curated title groups (for example: Best of TV Shows, Best of Movies, Best of Prime Video Originals), (2) content based on genres (e.g. Comedy, Action, Drama, Suspense, Sports, Unscripted, Anime, Documentary, Historical, Horror, Fantasy, Romance, Sci-Fi), and (3) content based on content age ratings (availability and details may differ by country).
3. Audience-Based Deals - These deals enable advertisers to serve their campaigns to their desired Amazon audience segments from a list of pre-defined demographic, in-market, interest, lifestyle, and life event audiences.

Using PG, advertisers can now also run campaigns that serve only on pre-roll placements.

Programmatic guaranteed deals are an industry standard approach for advertisers to run fixed CPM, guaranteed delivery campaigns with a publisher. With this launch, we are bringing this approach to Prime Video advertisers. Previously, self-service advertisers could run Prime Video ads in a non-guaranteed capacity with preferred deals. With this launch, self-service advertisers can now run guaranteed campaigns on Prime Video, including both run-of-service and contextually relevant Prime Video content.

• Self-service

• Amazon DSP via campaign deal creation