- Past Event Highlights
- Article
Driving Greater Campaign Reach and Relevancy Across Formats
Sharmilan Rayer – GM, Amazon Publisher Cloud
Sharmilan Rayer of Amazon Publisher Cloud discussed an approach to empowering addressability as legacy identifiers (cookies and mobile IDs) fade. This approach, called durable addressability, includes the sharing of first-party signals across publishers, advertisers and third parties. Its three pillars are first-party signal investment, secure signal collaboration and machine learning (ML) powered modeling. The Amazon Marketing Cloud is their new advertiser clean room which takes this approach. It allows advertisers to combine their first-party signals with Amazon’s publisher ones and any third-party’s in a privacy compliant way. Key takeaways:
- Durable addressability starts with each member investing in first-party data from a resource, funding and technology perspective.
- Sixty percent of advertisers report planning to leverage first-party data for ad placements, and 47% of publishers say their first-party data is the answer to cookie deprecation.
- The first-party data advertisers would bring to this strategy includes customer engagement, conversions and proprietary audiences.
- Amazon has access to publisher first-party data across CTV, web, mobile and audio. Having access to this first-party data allows for determining which ad opportunities are best for a particular campaign.
- As cookies deprecate, clean rooms will begin playing a more important role, according to Amazon.
- Modeling by machine learning has increased reach 20-30% on unaddressable supply, Amazon claims.
- A new product called Performance Plus combines Amazon Ads signals, advertiser conversion signals and machine learning to generate predictive segments. It has been observed boosting conversions 30-80%.
