Amazon Publisher Cloud brings commerce intelligence to streaming TV publishers with FreeWheel as first ad server partner

Amazon Ads and FreeWheel are bringing commerce intelligence to streaming TV publishers through Outcome Optimizer, a new Amazon Publisher Cloud capability. The integration combines Amazon's AI and streaming, browsing, and shopping signals with FreeWheel's ad server technology, giving publishers a new way to optimize guaranteed deals activated through Amazon DSP and deliver measurable advertiser outcomes. Warner Bros. Discovery and A+E Global Media are among the early participants, with broader publisher availability planned in future phases.

Available now through FreeWheel's ad server, Outcome Optimizer uses secure AWS Clean Rooms technology to analyze publisher content alongside Amazon's signals. Predictive AI models identify which types of programming are more likely to drive specific advertiser outcomes and optimize campaign delivery accordingly. The technology learns throughout the campaign, using automated refreshes to prioritize content most likely to achieve an advertiser's goals. Early testing delivered a 33% lift in on-target reach compared to standard programmatic guaranteed deals.

"Amazon Publisher Cloud was built to help publishers unlock more value from their inventory through Amazon's signals and technology," said Sharmilan Rayer, Director, Amazon Publisher Cloud. "As audiences continue to shift to streaming TV, advertisers are looking for better ways to connect premium video investment to measurable outcomes. Together with FreeWheel, we're bringing Amazon's commerce intelligence directly into the streaming TV workflows publishers already use, helping them demonstrate the value of their inventory while giving advertisers the outcome-driven performance they're looking for."

"FreeWheel is committed to innovating on outcomes, and our partnership with Amazon Publisher Cloud provides our publishers with the ability to use robust retail signals from Amazon to improve performance for buyers," said Larry Allen, Vice President, Global Strategy, FreeWheel. "By directly integrating with the FreeWheel ad server, Amazon Publisher Cloud can use unique publisher signals to derive the highest value from their inventory through advanced AI optimization."

This collaboration gives publishers a new way to demonstrate the value of their inventory to advertisers seeking outcome-based performance. Advertisers gain access to a high-attention channel that can be optimized throughout the campaign, while publishers maintain control over their inventory and activation without publisher-side engineering or disruption to existing workflows.

"This collaboration between Amazon Ads and FreeWheel brings a new layer of intelligence into the workflows our teams already use every day," said Jill Steinhauser, Senior Vice President, Platform Monetization and Partnerships, Warner Bros. Discovery. "Outcome Optimizer lets us deliver against advertiser outcomes without adding operational complexity—helping us move faster and deliver the results our clients are increasingly asking for."

Outcome Optimizer initially supports awareness goals, beginning with on-target reach, with support for additional outcomes expected to follow.

Streaming TV publishers in the U.S. interested in learning more about Outcome Optimizer can contact their Amazon Publisher Cloud or FreeWheel account teams.