build direct data-driven ties<\/a> with premium publishers \u2013\u00a0and to sit at the center of both how TV and audio inventory is sold and how its performance is measured.\u00a0<\/p>\n\u201cOur strategy is to work directly with the world\u2019s premium publishers, and to use technology as a bridge so that what our advertisers are trying to achieve can happen more successfully on all the publishers that we work with,\u201d Rayer said. \u201cThat\u2019s very much core to our strategy and I think these types of product releases are really a reflection of that.\u201d\u00a0<\/p>\n
iHeartMedia has sold streaming ad inventory for Amazon Prime for the past three years, but the new deal broadens that relationship, according to Mike Biondo, president of iHeartMedia.\u00a0<\/p>\n
The partnership now opens up Amazon\u2019s audience data to iHeartMedia\u2019s clients, letting advertisers access Amazon\u2019s shopping, browsing and streaming signals to reach people on iHeartMedia\u2019s digital platforms, including audio, podcasts and creator-led content. Biondo said that can translate into better outcomes, such as higher renewal and retention rates. He and Coffey declined to share how much revenue the deal could generate.<\/p>\n
The shared data is meant to tie together audiences across both platforms. \u201cThe same consumer that is buying a product or intending to buy a product, we could match up and marry it to our own owned and operated assets, so that the advertiser can find that consumer not only on Amazon\u2019s platform but also on iHeart\u2019s platform too,\u201d Biondo said.\u00a0<\/p>\n
Advertisers will also be able to transact through Amazon\u2019s DSP and buy broadcast radio ad inventory with iHeartMedia\u2019s new broadcast audience digital measurement tool, AudioGraph, which launched last week, Coffey said.<\/p>\n
Scott Messer, principal and founder of Messer Media, said audio has always been a tough channel for driving measurable conversions, but tying iHeart into larger platforms gives it the \u201cdata spine\u201d and attribution it needs to monetize its huge audience, particularly in local markets. \u201cBig win for iHeart and I\u2019m sure Amazon will love having the iHeart sales team pumping dollars into the platform,\u201d he said.<\/p>\n
Others see the deal as a simple way for both sides to solace basic supply and demand issues. \u201cPresumably, Amazon isn\u2019t able to fill all of their inventory currently and need other strong partners to help increase fill and strong revenues,\u201d said Ameet Shah, partner and global svp of publisher operations and tech strategy, at Prohaska Consulting. \u201cIn the case of iHeart they come with some of the highest scale of inventory and sales team, highly focused on audio. It\u2019s a great partnership which is complementary to both. iHeart needs more inventory and Amazon needs more deal flow,\u201d he said.\u00a0<\/p>\n
This deal gives iHeartMedia access to Amazon\u2019s premium streaming inventory at competitive rates that allow it to earn a margin on resold inventory, said Vasilios Lambos, CEO of Lambos Digital, an Amazon DSP partner that develops AI-driven tools and workflow automations that provide advertisers solutions to scale their media buys.<\/p>\n
It also reflects Amazon Ads\u2019 broader shift toward becoming a media sales business and expanding distribution through third-party partners, he noted.<\/p>\n
\u201cFrom a lot of my internal conversations with employees at Amazon, the business of Amazon Ads is adapting away from that entrepreneur kind of company and more towards just pure media sales. It\u2019s definitely more of a play on [the] distribution of access to media at competitive rates. They\u2019re obviously growing at an amazing clip, and iHeartMedia can tap [into] that,\u201d he said.<\/p>\n
Amazon as \u201cthe outcome\u201d brain behind TV buys\u00a0<\/h2>\n
If the iHeart deal extends Amazon\u2019s reach on the sell side, Outcome Optimizer is about tightening its grip on how streaming and TV inventory is valued and bought. The new tool, launched through Amazon Publisher Cloud, uses Amazon\u2019s shopping, browsing and streaming signals to help optimize programmatic guaranteed campaigns running through Freewheel\u2019s ad server.\u00a0<\/p>\n
\u201cWe can now not only generate plans and optimize what we do for advertising outcomes but optimize the campaign throughout the course of the flight\u2026 and can update targeting on a daily basis based on the performance we\u2019re seeing on delivery,\u201d Rayer said.\u00a0<\/p>\n
In practice, that means Amazon\u2019s data is increasingly the decision engine behind whether an ad impression clears, at what price and against which audience \u2013 even when the underlying inventory sits with another premium media owner.\u00a0\u00a0<\/p>\n
\u201cWe can leverage any signals advertisers onboarded into Amazon Ads and Amazon\u2019s DSP, such as proprietary audiences, and audiences custom-built using our tools,\u201d Rayer said. \u201cGuaranteed campaigns are not bidded on, they are set up in publishers\u2019 own ad stack\u2026 We are moving beyond this notion of success is just delivery, to now success is based on delivering against an outcome.\u201d<\/p>\n
Shah called the Outcome Optimizer an \u201cevolution of publisher facing solutions.\u201d\u00a0<\/p>\n
\u201cThis helps take their integrations with publishers already \u2013 [such as Amazon\u2019s header bidding platform TAM] \u2013 for an additional outlet on CTV transactions. And since this also originates from Amazon DSP, it still keeps Amazon as central to the buyer relationship (or publishers that may buy audience extension). Overall, a win for both publishers and Amazon,\u201d Shah said.<\/p>\n
The new tool is about a push for advertisers\u2019 outcomes, Lambos said. \u201cAmazon, from an advertising perspective, is trying to make it easier to activate towards outcomes and goals for businesses,\u201d he said.<\/p>\n
For advertisers, the pitch is increasingly hard to ignore: plug into Amazon\u2019s clean rooms and, in some cases, its inventory, and we\u2019ll help you prove outcomes for streaming and TV buys. The question now is how many are willing to let Amazon sit at the center of both what they sell and how they sell it.<\/p>\n
\u201cAmazon definitely wants its data to be the oil across the machines, if not the machine itself.\u00a0 While this will clearly give Freewheel a good boost here, it requires teams to use parts of the Amazon pipe \u2013 and data \u2013 to pull it off,\u201d Messer said. He noted that Amazon has been moving towards becoming an embedded infrastructure for some time now. \u201cIt\u2019s a smart move to play the long game and be both platform and infrastructure\u2026 When you\u2019re that big, you don\u2019t need to tip the table very far to get all of the chips to eventually roll towards you.\u201d<\/p>\n<\/div>\n
Read More<\/a>
\n Sara Guaglione<\/p>\n","protected":false},"excerpt":{"rendered":"Amazon is pushing deeper into the middle of TV and audio ad deals, rolling out a new measurement tool for streamers while tapping iHeartMedia\u2019s 1,000-plus sellers to put its streaming inventory on more media plans.\u00a0 In the past week, iHeartMedia has expanded its relationship with Amazon Ads to resell inventory across Twitch, Amazon Music, Fire<\/p>\n","protected":false},"author":1,"featured_media":915488,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,4352,46],"tags":[],"class_list":["post-915487","post","type-post","status-publish","format-standard","has-post-thumbnail","category-amazon","category-expands","category-technology"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/915487","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=915487"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/915487\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/915488"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=915487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=915487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=915487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}