Amazon Publisher Services (APS) Unveils New AdTech Capabilities at Annual APS Summit

NEW YORK — Amazon Publisher Services (APS) helps leading publishers around the world grow their businesses with Amazon Ads cloud-based technologies. Today, APS announced new solutions that help publishers and advertisers navigate the evolving addressability landscape and achieve even better ad performance.

Unveiled at the APS Summit hosted in New York, the new capabilities span the Amazon Publisher Services product suite. This includes the general availability launch of Amazon Publisher Cloud for streaming TV and web publishers, streamlined access to more ad buyers for streaming TV publishers, and the open beta launch of Signal IQ – a new measurement solution to help publishers quantify the performance their supply-side signals, starting with third-party ad identifiers.

“We built Amazon Publisher Services to empower publishers with advanced technology that maximizes their earnings potential transparently and efficiently. Publishers today face complex challenges like delivering relevant ads and demonstrating performance amid a rapidly evolving ad landscape,” said Scott Siegler, Director of Amazon Publisher Services. “We continue investing to extend the unique benefits of our trusted technologies, signals, and insights across channels – including ad opportunities on the thousands of premium apps, websites, and streaming publishers that APS is directly integrated with around the world.”

Amazon Publisher Cloud Will Be Broadly Available, Bringing New Addressability and Audience Capabilities
In June 2024, Amazon Publisher Cloud will be generally available to all web and streaming TV publishers in the US and Canada. Amazon Publisher Cloud provides publishers and advertisers privacy-focused collaboration with Amazon Ads to optimize planning, activation, and measurement of streaming TV and display campaigns. Built on AWS Clean Rooms, Amazon Publisher Cloud enables publishers to join their first-party signals with insights from advertisers and Amazon Ads to launch custom deals in Amazon DSP that deliver more relevant advertising and reach at scale.

At the event, APS announced the launch of several new Amazon Publisher Cloud features, including:

• Audience Collaborations that enables advertisers to directly activate custom audiences with participating publishers, allowing easy privacy-first collaboration to create unique, custom deals.
• Omni Audiences that makes it easy for OMG clients to activate deals that have been enhanced with audience insights from publishers, Amazon Ads, and the Omnicom Group.
• Integrations with third-party ad identity providers, beginning with LiveRamp, that enable publishers to collaborate with their provider of choice and further extend the impact of their collaborations.
• Automated Deal Curation that makes it simple for publishers to package eligible inventory for activation and make it available in the Amazon DSP with zero operational effort.
• New in-flight performance metrics (e.g., CPC) at the signal-level (e.g., site taxonomies, content categories), to help publishers optimize campaigns and demonstrate the value of their media.

“The ability to collaborate directly with publishers in a privacy-enhanced manner easily unlocks huge value,” said Christine Gambino, Chief Product Officer, Flywheel. “Activating Omni Audiences across APC-connected publishers helps drive more efficient reach among key consumers for our brand partners.”

Amazon Publisher Cloud-generated deals are now available from several publishers, including Dotdash Meredith, FOX and Tubi via AdRise, Hearst Magazines, NBCUniversal, Newsweek, Warner Bros. Discovery, The Washington Post, and many more.

Learn more about Amazon Publisher Cloud here.

Signal IQ Launching in Beta to Help Publishers Quantify the Impact of their Supply-Side Signals, starting with Third-party Ad Identifiers
Amazon Publisher Services announced Signal IQ – a new measurement solution to help digital publishers assess and improve the impact of their supply-side signals, starting with the third-party ad IDs available in the APS Connections Marketplace like the recently-added LiveIntent and Yahoo ConnectID. Signal IQ uses always-on A/B analyses to quantify signal performance over time, enabling publishers to more holistically understand and optimize their strategies within a matter of clicks. “With Signal IQ, publishers gain transparency to understand what signals drive performance so they can optimize addressability and approaches to audience packaging and create more value for brands,” said Scott Siegler, Director of Product at Amazon Publisher Services.

Recently, “Hearst Newspapers gained valuable insights into the impact of third-party IDs and signal fidelity across our inventory. This allowed us to advance our entire addressability strategy, focusing on deal creation, floor optimization, and investments in first-party attributes to enhance the bid stream” said Mike Irenski, VP Programmatic Revenue, Hearst Newspapers.

Signal IQ is now available in beta in the US, Europe, and Japan for qualifying web publishers that have at least one active Ad ID vendor connection via APS Connections Marketplace. Learn more about Signal IQ here.

Expanded Demand Connectivity and Deal Options for all APS Streaming TV Publishers
Amazon Publisher Services announced that the Transparent Ad Marketplace (TAM) is now available in beta to all US and Canadian APS streaming TV publishers. TAM is a cloud-based header-bidding marketplace providing streamlined access to leading ad buyers, including Amazon, through one integration. This extension enables streaming TV publishers to engage multiple ad buyers via one service, increasing competition for their inventory. It also improves the customer experience by sending one ad request to multiple bidders, decreasing ad load times.

“The capabilities announced today underscore our commitment to publishers through continued invention, new demand channels, and measurement solutions that drive material value. We will continue to invest in solutions that enhances customer experiences and create incremental value for publishers and advertisers,” Siegler said.

About Amazon Publisher Services
Amazon Publisher Services is a suite of cloud-based solutions that help publishers build thriving digital media businesses. APS direct-to-publisher supply relationships and server-side header bidding solutions help publishers maximize outcomes and deliver more relevant ads for their audiences. APS provides services, infrastructure, and advanced advertising technologies to web, mobile app, audio, and connected TV publishers, to help them monetize their ad-supported content, unlock unique demand, enable audience-level buying, and gain greater insights into their own audiences. Learn more at aps.amazon.com.

About Amazon
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