Amazon engages external agencies to scale Prime Video ad sales
Amazon is reportedly engaging external advertising agencies to sell ad inventory across its growing media properties, including Prime Video. This strategic move aims to scale Amazon's advertising business and increase its competitiveness within the connected TV (CTV) ad market.
Key Takeaways
- Amazon is engaging external advertising agencies to sell ad inventory.
- The initiatives cover Amazon's media properties, which include Prime Video.
- The strategy seeks to scale Amazon's advertising business.
- The goal is to increase Amazon's competitiveness in the CTV ad market.
Why It Matters
Amazon's decision to outsource parts of its ad sales indicates a push to rapidly expand its advertising revenue capture from Prime Video and other media assets. This suggests Amazon acknowledges the scale required to compete effectively in the CTV ad space may exceed its current internal capacity. The move could increase competitive pressure on existing ad tech platforms and media companies vying for CTV ad dollars. Watch for reports on which external agencies Amazon partners with and their sales targets as an indicator of this strategy's aggressiveness.
Read full article at theinformation.com